Dodo Industrial Proj Final

Rajagiri College of Management and Applied Sciences
INTRODUCTION:-
Gold has long been considered the most desirable of precious metals, and its value has
been used as the standard for many currencies in history. Gold has been used as a
symbol for purity, value, royalty. One of the salient features about the gold is that a
single gram of weight is not at all wasted since its exploration. It has been rounding in
different hands in one or the other way. The history of gold starts from 2600BC. A huge
description is available in the Egyptian Hieroglyphs. It may be the first metal used by
humans and was valued for ornamentation and rituals. Important locations famous in the
name of gold are Red sea in Saudi Arabia, Lydia, Romania, Las medullas, in Spain,
Rosia Montana in Transylvania, Central America, Peru and Columbia. Today, gold has
emerged as an important mean for investments also. Volatile markets and unstable
economic conditions have also added to it. China is largest producer followed by South
Africa. But India is the largest consumer of gold, where it is largely used for jewellery
together with investment. India’s diversified religious customs and rituals have helped to
the high demand for gold.
History
The symbol for the Sun has been used since ancient times to represent gold. The Turin
mining papyrus Gold has been known and highly-valued since prehistoric times. It may
have been the first metal used by humans and was valued for ornamentation and rituals.
Egyptian hieroglyphs from as early as 2600 BC describe gold, which king Tushratta of
the Mitanni claimed was "more plentiful than dirt" in Egypt. The south-east corner of the
Black Sea was famed for its gold. Exploitation is said to date from the time of Midas,
and this gold was important in the establishment of what is probably the world's earliest
Coinage in Lydia between 643 and 630 BC. The Romans developed new methods for
extracting gold on a large scale using hydraulic mining methods, especially in Spain
from 25 BC onwards and in Romania from 150 AD onwards. The Mali Empire in Africa
was famed throughout the old world for its large amounts of gold. Mansa Musa, ruler of
the empire (1312–1337) became famous throughout the old world for his great hajj to
Mecca in 1324. When he passed through Cairo in July of 1324, he was reportedly
accompanied by a camel train that included thousands of people and nearly a hundred
camels. He gave away so much gold that it took over a decade for the economy across
North Africa to recover, due to the rapid inflation that it initiated. During the 19th
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century, gold rushes occurred whenever large gold deposits were discovered. The first
documented discovery of gold in the United States was at the Reed Gold Mine near
George Ville, North Carolina in 1803. The first major gold strike in the United States
occurred in a small north Georgia town called Dahlonega. Further gold rushes occurred
in California, Colorado, Otago, Australia, Witwatersrand, Black Hills, and Klondike.
Because of its historically high value, much of the gold mined throughout history is still
in circulation in one form or another.
APPLICATIONS:-
In various countries, gold is used as a standard for monetary exchange, in coinage and in
jewellery. Pure gold is too soft for ordinary use and is typically hardened by alloying
with copper or other base metals. The gold content of gold alloys is measured in carats
(k), pure gold being designated as 24k.
AS A MEDIUM OF MONETARY EXCHANGE:-
Gold coins intended for circulation from 1526 into the 1930s were typically a standard
22k alloy called crown gold, for hardness. Modern collector/investment bullion coins are
typically 24k, although the American Gold Eagle and British gold sovereign continue to
be made at 22k, on historical tradition. The world wide used coins are American Gold
Eagle, British Gold Sovereign, Canadian Gold Maple Leaf, Gold Kangaroos, Australian
Gold Nugget, Australian Lunar Calendar Series, Austrian Philharmonic and American
Buffalo.
JEWELLERY:-
Because of the softness of pure (24k) gold, it is usually alloyed with base metals for use
in jewellery, altering its hardness and ductility, melting point, colour and other
properties. Alloys with lower cartage, typically 22k, 18k, 14k or 10k, contain higher
percentages of copper, or other base metals or silver or palladium in the alloy. Copper is
the most commonly used base metal, yielding a redder colour. 18k gold containing 25%
copper is found in antique and Russian jewellery and has a distinct, though not
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dominant, copper cast, creating rose gold. Fourteen carat gold-copper alloy is nearly
identical in colour to certain bronze alloys, and both may be used to produce police and
other badges. Blue gold can be made by alloying with iron and purple gold can be made
by alloying with aluminium, although rarely done except in specialize jewellery. Blue
gold is more brittle and therefore more difficult to work with when making jewellery.
Fourteen and eighteen carat gold alloys with silver alone appear greenish-yellow and are
referred to as green gold. White gold alloys can be made with palladium or nickel. White
18 carat gold containing 17.3% nickel, 5.5% zinc and 2.2% copper is silver in
appearance.
OTHER USES :-
• Salts and radio scopes of gold are used in pharmacology.
• Gold leaf, flakes or dust is used in some gourmet foodstuffs, sweets and drinks as
decorative ingredient.
• Gold is used in dentistry as crowns and permanent bridges.

• Gold threads are used in embroidery
• Gold has been used for electrical wiring in some high energy applications, atomic
experiment and other electrical equipments.
• Olympics, Nobel Prize and other competitions and honours award a gold medal to
the winner.
OCCURRENCE:-
In nature, gold most often occurs in its native state (that is, as a metal), though usually
alloyed with silver.Native gold contains usually eight to ten per cent silver, but often
much more -alloys with a silver content over 20% are called electrum. As the amount of
silver increases, the colour becomes whiter and the specific gravity becomes lower. Ores
bearing native gold consist of grains or microscopic particles of metallic gold embedded
in rock, often in association with veins of quartz or sulphide minerals like pyrite. These
are called "lode" deposits. Native gold is also found in the form of free flakes, grains or
larger nuggets that have been eroded from rocks and end up in alluvial deposits (called
placer deposits). Such free gold is always richer at the surface of gold bearing veins
owing to the oxidation of accompanying minerals followed byweathering, and washing
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of the dust into streams and rivers, where it collects and can be welded by water action to
form nuggets.
GOLD MINERALS :-
Gold usually occurs in nature as the native element or as the gold silver alloy electrum.
Gold does occur combined with tellurium as the minerals calaverite, krennerite,
nagyagite, petzite and sylvanite. Gold also occurs as the rare bismuthide maldonite
(Au2Bi) and the antimonide aurostibite (AuSb2). Gold also occurs as rare alloys with
copper, lead, and mercury: the minerals auricupride (Cu3Au), novodneprite (AuPb3) and
weishanite (AuAg)3Hg2).
PRODUCTION:-
Since the 1880s, South Africa has been the source for a large proportion of the world’s
gold supply, with about 50% of all gold ever produced having come from South Africa.
Production in 1970 accounted for 79% of the world supply, producing about 1,000 tones.
However by 2007 production was just 272 tones. This sharp decline was due to the
increasing difficulty of extraction, changing economic factors affecting the industry, and
tightened safety auditing. In 2007 China (with 276 tones) overtook South Africa as the
world's largest gold producer, the first time since 1905 that South Africa has not been the
largest.
Other major producers are United States, Australia, China, Russia and Peru. Mines in
South Dakota and Nevada supply two-thirds of gold used in the United States. In South
America, the controversial project Pascua Lama aims at exploitation of rich fields in the
high mountains of Atacama Desert, at the border between Chile and Argentina. Today
about one-quarter of the world gold output is estimated to originate from artisanal or
small scale mining. After initial production, gold is often subsequently refined
industrially by the Wohlwill process or the Miller process. Other methods of assaying
and purifying smaller amounts of gold include parting and inquartation as well as
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cupellation, or refining methods based on the dissolution of gold in aqua regia. The
world's oceans hold a vast amount of gold, but in very low concentrations (perhaps 1–2
parts per 10 billion).
PRICE:-
Like other precious metals, gold is measured by troy weight and by grams. When it is
alloyed with other metals the term carat or karat is used to indicate the amount of gold
present, with 24 karats being pure gold and lower ratings proportionally less. The purity
of a gold bar can also be expressed as a decimal figure ranging from 0 to 1, known as the
millesimal fineness, such as 0.995 being very pure. The price of gold is determined on
the open market, but a procedure known as the Gold Fixing in London, originating in
September 1919, provides a daily benchmark figure to the industry. The afternoon fixing
appeared in 1968 to fix a price when US markets are open.
FACTORS INFLUENCING GOLD PRICE:-
Today, like all investments and commodities, to carry the price of gold is ultimately
driven by supply and demand, including hoarding and disposal. Unlike most other
commodities, the hoarding and disposal plays a much bigger role in affecting the price,
because most of the gold ever mined still exists and is potentially able to come on to the
market for the right price.
BANK FAILURES:-
When dollars were fully convertible into gold, both were regarded as money. However,
most people preferred around paper banknotes rather than the somewhat heavier and less
divisible gold coins.
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LOW OR NEGATIVE INTEREST RATES:-
If the return on bonds, equities and real estate is not adequately compensating for risk
and inflation then the demand for gold and other alternative investments such as
commodities increases.
WAR, INVASION, LOOTING, CRISIS:-
In times of national crisis, people fear that their assets may be seized and that the
currency may become worthless. They see gold as a solid asset which will always buy
food or transportation. Thus in times of great uncertainty, particularly when war is
feared, the demand for gold rises.
INDIAN JEMS JEWELLERY INDUSTRY:-

The exports of gems and jewellery registered an upbeat growth of per cent in dollar
terms during April-September 2007-2008. In 2007-2008 the exports of this sector
increased by 16.8% and crossed a level of US$10.5. This is a particularly interesting
industry from an Indian stand point, since it involves imported raw materials, domestic
value added and global markets and provides skilled employment. Indian gems firms are
tightly integrated into global production chains. In order to give a boost to exports of
gems and jewellery, Government took major policy initiative during the same year.
OVERVIEW OF GOLD INDUSTRY IN INDIA:-
• India is the largest consumer of gold in the world followed by China and Japan.
• India is emerging as world’s largest trading centre of gold with a target of US$18
bn set for 2011.
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• India dominates the world’s cut and polished diamonds (CPD) market.
• In value terms, the country accounts for approximately 55% of global polished
diamond market and nearly 9% of the jewellery market.
• Surat contributes 90% of India’s total diamond exports.
• India’s domestics branded jewellery market is estimated at Rs 600-700 crores.
• There are 13 bullion importing bank in India.
• India’s gem and Jewellery Exports Promotion Council (GJEPC) is aiming at

turning India into an international diamond trading centre.
• Since India is already enjoying 80-85% of the world CPD market, scope for
further growth in diamond exports is limited. Hence, if India’s gems and
jewellery sector is to substantially increase exports, the best lies in the jeweller
sub sector.
• India’s imports an average of 18000 bars a day, about 70% of the total demand
and the balance is being sourced to indigenous output and metal recycled from
old jewelleries.
• The main reason why India has not made a dent in jeweller exports market is the
existence of government restrictions in their domestic jewellery industry in the
pre-economic liberalization era. If the gold jewellery exports are to be
encouraged, it would be necessary to allow bulk imports of gold which would
have to be converted to jewellery and then exported.
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INTRODUCTION:-
Malabar Gold Pvt Ltd is a unit of a corporative setup called Malabar Group of
Companies. It is one among the 26 units or firms under Malabar Group of Companies.
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 jeweller
maker and has millions of customers across India and outside
HISTORY:-
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 i.e., northern Kerala. The founder of
Malabar Gold is Mr M.P Ahamed, who is the present chairman. Earlier Malabar Gold
was known as “Malabar Jewellers”. The present corporate office is at Kozhikode.
Within 15 years Malabar Gold is successful in spreading its wings throughout
Karnataka, Kerala, Andhra Pradesh, and Gulf countries
AREA OF OPERATION:-
Malabar Gold has opened its outlets throughout South India and Gulf countries. In total
it has 26 outlets including wholesale outlets. They are listed as below:
Kerala: Calicut, Kannur, Thalassery, Kasaragod, Palakad, Manjeri, Trissur,

Perinthalmannna, Vadakara, Kochi, Edappal, Kodungalloor, Kanhagad, Thodupuzha,
Sulthan Bathery. Karnataka: Mangalore, Bangalore (2 outlets). Tamilnadu: Tirur,
Erode. Andhra Pradesh: Hyderabad. UAE: Sharjah, Ajman, Al-Ain, Bur-Dubai.
MALABAR GOLD KODUNGALLUR UNIT:-

Malabar Gold opened its franchise in Kodungallur on 7th December 2003. It was
inaugurated by Pathmasree Shri.Mohanlal. It is located in North Nada near municipal
bus stand. The showroom is fully air conditioned and has a good parking facility too
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MANAGEMENT AND STAFF:-

Management is concerned with the accomplishment of objectives by utilizing physical
and financial resources through the efforts of manpower. Staffs refer to the human
resources within an organization. The Kodungallur unit is lead by a very good team
headed by Mr. Ameer babu and Mr.shabeer A..k who is the General Manager.
SPECIAL FEATURES OF MALABAR GOLD:-
• Exclusive showroom for 100% BIS hallmarked 916 gold collections.

• A vast array of modern designer collections from India, Singapore, Europe,
Middle East etc
• Pure value for money guaranteed while buying and selling.
• Life long guarantee and free maintenance for gold ornaments.
• German made gold check carat analyser to check the purity of gold while buying
and selling gold.
• Exclusive collections of MG diamonds.
• IGI certificate of authenticity and buy back guarantee for diamond ornaments.
• Special counter for world class branded watches like Omega, Rado, Mont Blanc,
Seiko, Foce, Tissot, Espirit, Continental, Police, Tag Heuer, Caterpillar, D4
swiss, Accurate and Citizen.
• 2 years international warranty and after sale service for Swiss made watches.
• International Gemological Institute’s certificate for diamond ornaments.
• PGI certificate for platinum ornaments.
• Availability of well trained professional sales executives.
• Certain percentage of profit is reserved for charity.
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MISSION OF THE ORGANISATION:-
Vision of the organization is as follows:-
• To provide employment opportunity to educated people.

• To train unskilled persons.
• To provide employment to persons from rural area.
• To provide good quality products at reasonable price.
• To give customers the best value for their money.
• To provide good working conditions.
• To earn reasonable profit.
SOCIAL RESPONSIBILITY OF MALABAR GOLD:-
Social responsibility means the obligation of a business to act in manner, which will
serve the best interest of the society.
TOWARDS THE EMPLOYEES:-
Workers are, indeed the pillars of the organization. They are the important part of the
organization. It is therefore very necessary to keep them satisfied and give them in due.
According to modern philosophy, labour is a human being and worker next. Malabar
Gold has to ensure job security for their workers and has to pay reasonable salaries for
their effort. It also creates good working conditions like good lighting, ventilation, air
conditioning etc. to its employees. The company also provides ESI to their staff. They
are provided with accommodation, insurance coverage and uniforms to the staff. The
firm also ensures selection and recruitment is being done without any discrimination
like caste, colour, religion, and state.
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TOWARDS THE CUSTOMERS:-
The satisfaction of the customers should be the primary concern of every business
concern. Malabar Gold ensures marketing of such goods which are demanded by the
customers based on their taste and preferences. It also ensures adequate supply of good
quality products at reasonable price. After all their punch line is “beauty meets
quality”.
TOWARDS THE SOCIETY:-
Every organization has responsibility not only towards employees and customers but
also towards the society also. Malabar Gold ensures maximum utilization of nation’s
rich resources. They try to dispose less wastage. Together with this they also create
more employment opportunities. Provide jobs for unemployed youths of rural area. It
also maintains good relation with local area.
SOURCES OF FUNDS:-
The main sources of the funds are bank loans and from other financial institutions.
Almost half of the capital are owned fund.
DETAILS OF MALABAR GOLD COLLECTIONS:-
The exclusive collections of Malabar Gold include:

• World class designer jewellery from Italy, Turkey, Korea, Bahrain and
Singapore.
• Traditional jewelleries from Karnataka and Kerala.
• Royal Mughal collections
• Karachi bangles.
• Karachi bangles.
• Rajkot collections
• Zara collections
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• Antique collections.
• Hansa collections.
• Bombay and Bombay special collections.
• Signity studded jewelry.
• Daily wear bangles and chains.
• Formal or work wear jewelry.
• Navrathna, birthstones, lucky stones studded with gold.
• Platinum ornaments with “950 purity assurance card”.
• Wide range world class branded watches like Omega, Rado, Mont Blanc, Seiko,
Foce, Tissot, Espirit, Continental, Police, Tag Heuer, Caterpillar, D4 swiss,
Accurate and Citizen.
• Varied collections of their own brand diamond collection called MG diamonds
ORGANISATIONAL STRUCTURE:-
An organizational structure explains how authority and responsibility flows from one
head to other. In Malabar Gold Managing Director is at the top level. He sets the plans
and policies. He controls each and every corner of the showroom. Malabar Gold
follows the centralized form of structure. It means that all powers are vested with the
op level management. The organization mainly has 4 departments and each department
its own departmental heads and trainees.
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A consumer is the ultimate user of a product or service. The overall consumer market
consists of all buyers of goods and services for personal or family use, more than 270
million people (including children) spending trillions of dollars in the United States as of
the late 1990s.
Consumer behavior essentially refers to how and why people make the purchase
decisions they do. Marketers strive to understand this behavior so they can better
formulate appropriate marketing stimuli that will result in increased sales and brand
loyalty. There are a vast number of goods available for purchase, but consumers tend to
attribute this volume to the industrial world's massive production capacity. Rather, the
giant known as the marketing profession is responsible for the variety of goods on the
market. The science of evaluating and influencing consumer behavior is foremost in
determining which marketing efforts will be used and when.
To understand consumer behavior, experts examine purchase decision processes,

especially any particular triggers that compel consumers to buy a certain product. For
example, one study revealed that the average shopper took less than 21 minutes to
purchase groceries and covered only 23 percent of the store, giving marketers a very
limited amount of time to influence consumers. And 59 percent of all supermarket
purchases were unplanned. Marketers spend a great deal of time and money discovering
what compels consumers to make such on-the-spot purchases. Market researchers obtain
some of the best information through in-store research, and will often launch new
products only in select small venues where they expect a reasonable test of the product's
success can be executed. In this manner, they can determine whether a product's success
is likely before investing excessive company resources to introduce that product
nationally or even internationally.
CONSUMER NEEDS
Consumers adjust purchasing behavior based on their individual needs and interpersonal
factors. In order to understand these influences, researchers try to ascertain what happens
inside consumers' minds and to identify physical and social exterior influences on
purchase decisions.
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On some levels, consumer choice can appear to be quite random. However, each
decision that is made has some meaning behind it, even if that choice does not always
appear to be rational. Purchase decisions depend on personal emotions, social situations,
goals, and values.
People buy to satisfy all types of needs, not just for utilitarian purposes. These needs, as
identified by Abraham Maslow in the early 1940s, may be physical or biological, for
safety and security, for love and affiliation, to obtain prestige and esteem, or for self-
fulfillment. For example, connecting products with love or belonging has been a success
for several wildly popular campaigns such as "Reach Out and Touch Someone," "Fly the
Friendly Skies," and "Gentlemen Prefer Hanes." This type of focus might link products
either to the attainment of love and belonging, or by linking those products with people
similar to those with whom people would like to associate.
Prestige is another intangible need, and those concerned with status will pay for it.
However, goods appealing to this type of need must be viewed as high-profile products
that others will see in use. One benefit of targeting this type of market is that the demand
curve for luxury products is typically the reverse of the standard; high-status products
sell better with higher prices.
Some equate the type of need to be met with certain classes of goods. For instance, a
need for achievement might drive people to perform difficult tasks, to exercise skills and
talents, and to invest in products such as tools, do-it-yourself materials, and self-
improvement programs, among others. The need to nurture or for nurturing leads
consumers to buy products associated with things such as parenthood, cooking, pets,
houseplants, and charitable service appeals.
Personality traits and characteristics are also important to establish how consumers meet
their needs. Pragmatists will buy what is practical or useful, and they make purchases
based more on quality and durability than on physical beauty. The aesthetically inclined
consumer, on the other hand, is drawn to objects that project symmetry, harmony, and
beauty. Intellectuals are more interested in obtaining knowledge and truth and tend to be
more critical. They also like to compare and contrast similar products before making the
decision to buy. Politically motivated people seek out products and services that will
give them an "edge," enhancing power and social position. And people who are more
social can best be motivated by appealing to their fondness for humanity with
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advertising that suggests empathy, kindness, and nurturing behavior. One successful way
an insurance company targeted this market was through its "You're in good hands with
Allstate" campaign.
Consumers also vary in how they determine whose needs they want to satisfy when
purchasing products and services. Are they more concerned with meeting their own
needs and buying what they want to, for their own happiness? Or do they rely on the
opinions of others to determine what products and services they should be using? This
determines, for example, whether or not they will make a purchase just because it's the
newest, most popular item available or because it is truly what they need and/or want.
This also influences the way marketers will advertise products. For example, a wine
distributor trying to appeal to people looking to satisfy their personal taste will
emphasize its superior vintage and fine bouquet; that same distributor, marketing to
those who want to please others, will emphasize how sharing the wine can improve
gatherings with friends and family.
Cultural and social values also play large roles in determining what products will be
successful in a given market. If great value is placed on characteristics such as activity,
hard work, and materialism, then companies who suggest their products represent those
values are more likely to be successful. Social values are equally important. If a
manufacturer suggests their product will make the consumer appear more romantic or
competitive in a place where those values are highly regarded, it is more likely
consumers will respond.
PURCHASE PATTERNS
While all of this information might be helpful to marketers, it is equally important to

understand what compels the consumer to actually make a purchase, as opposed to just
generating interest. For example, some consumers respond based on how they are
feeling, or more emotionally, while some are focused on making the wisest economic
decision. Knowing the different elements that stimulate consumer purchase activity can
help marketers design appropriate sales techniques and responses.
A study conducted by Susan Powell Mantel focused on analyzing the roles of "attribute-
based processing" and "attitude-based processing" when analyzing consumer preference.
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According to the study, product attributes (qualities such as price, size, nutritional value,
durability, etc.) are often compared disproportionately, i.e., one is the more focal subject
of comparison, thus eliciting more consideration when the consumer decides which
brand is the "best." The order of brand presentation in these cases is particularly
important.
Adding to the complexity of the issue is the fact that purchase decisions are not always
made on the basis of an "attribute-by-attribute" comparison (attribute-based processing).
Consumers also make decisions based on an overall evaluation of their impressions,
intuition, and knowledge based on past experience, or attitude-based processing. Learned
attitudes also influence these decisions. For example, parents who drank Kool-Aid as
children often buy it for their kids, either because they associate it with fond memories
or just because of brand familiarity or loyalty.
There is time and effort associated with each of these strategies, though attribute-based
processing requires significantly more effort on the consumer's part. To dedicate the time
required for an attribute-by-attribute comparison, consumers need the combination of
motivation and the time or opportunity to use such a strategy.
Other contributing factors were discussed in Mantel's study, such as personality

differences and each individual's "need for cognition." Need for cognition reflects to
what extent individuals "engage in and enjoy thinking." People with a high need for
cognition tend to evaluate more and make more optimal in-store purchase decisions.
This is in part because they do not react to displays and in-store promotions unless
significant price reductions are offered. Low-need cognition people react easily when a
product is put on promotion regardless of the discount offered.
Consumers are also affected by their perceived roles, which are acquired through social
processes. These roles create individuals' needs for things that will enable them to
perform those roles, improve their performance in those roles, facilitate reaching their
goals, or symbolize a role/relationship, much in the way a woman's engagement ring
symbolizes her taking on the role of a wife.
Other factors that influence purchase decisions include the importance attributed to the
decision. People are not likely to take as much time doing brand comparisons of
mouthwash as they are a new car. The importance of the purchase, as well as the risk
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involved, adds to how much time and effort will be spent evaluating the merits of each
product or service under consideration. In cases of importance such as the purchase of a
car or home appliance, consumers are more likely to use rational, attribute-based
comparisons, in order to make the most informed decision possible.
In some cases, consumers make very little effort to evaluate product choices. "Habitual
evaluation" refers to a state in which the consumer disregards marketing materials placed
in a store, whether because of brand loyalty, lack of time, or some other reason. Indeed,
evaluating all relevant marketing information can become time consuming if it is done
every time a person shops.
On the opposite side of the coin, "extensive evaluation" is the state in which consumers
consider the prices and promotions of all brands before making a choice. There are also
in-between states of evaluation, depending again on the importance of the purchase and
the time available to make a decision (some consumers, usually those who earn higher
incomes, value their time more than the cost savings they would incur). Decisions on
whether to compare various products at any given time may be a factor of the anticipated
economic returns, search costs or time constraints, and individual household purchasing
patterns.
When it comes time to actually make purchases, however, one person in the family often
acts as an "information filter" for the family, depending on what type of purchase is
being made and that person's expertise and interest. The information filter passes along
information he or she considers most relevant when making a purchase decision,
filtering out what is considered unimportant and regulating the flow of information. For
example, men are more often the family members who evaluate which tools to purchase,
while children pass along what they consider to be seminal information about toys. At
times, family members may take on additional roles such as an "influencer," contributing
to the overall evaluation of goods being considered for purchase. Or one person may act
as the "decider," or the final decision-maker. Ultimately, purchase decisions are not
made until consumers feel they know enough about the product, they feel good about
what they're buying, and they want it enough to act on the decision.
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INTERPRETING CONSUMER BEHAVIOR
When market researchers begin evaluating the behavior of consumers, it is a mistake to

rely on conventional wisdom, especially when it is possible to study the actual activity in
which consumers are engaged when using a product or service. Where are they when
they buy certain items? When do they use it? Who is with them when they make the
purchase? Why do they buy under certain circumstances and not others? Researchers
need to determine the major needs being satisfied by that good or service in order to
effectively sell it.
There are two principal ways to evaluate the motivation behind consumer purchases.
These are by direction (what they want) and intensity (how much they want it). Direction
refers to what the customer wants from a product. For example, if a customer is selecting
pain reliever, they may like the idea is one pain reliever is cheaper than another, but what
they really want is fast pain relief, and will probably pay more if they think the more
expensive brand can do that more effectively. Marketers need to understand the principal
motivation behind each type of product to correctly target potential customers.
The other way to evaluate consumer behavior, intensity, refers to whether a customer's
interest in a product is compelling enough that they will go out and make the purchase.
Good marketing can create that kind of intensity. A successful example of such a
campaign was Burger King's "Aren't You Hungry?" campaign, which aired on late-night
television and was compelling enough for people to leave their homes late at night to go
out and buy hamburgers. Understanding consumer motivation is the best way to learn
how to increase buyer incentive, as well as a better alternative to the easy incentive-
decreasing the price.
While it is easy to speculate on all these elements of consumer motivation, it is much

harder to actively research motivating factors for any given product. It is rare that a
consumer's reasons for buying a product or service can be accurately determined through
direct questioning. Researchers have had to develop other ways to get real responses.
These include asking consumers "How do you think a friend of yours would react to this
marketing material?" While consumers do not like to admit that marketing affects them
at all, they are often willing to speculate on how it would affect someone else. And most
often they answer with what would be their own responses.
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Another tactic that has proven successful is to ask consumers "What kind of person
would use this type of product?" By asking this question, market researchers can
determine what the consumer believes buying the product would say about them, as well
as whether or not they would want to be seen as that type of person.
INFLUENCING CONSUMER BEHAVIOR
One of the best ways to influence consumer behavior is to give buyers an acceptable
motive. This is somewhat related to the idea of asking what type of person would buy a
certain product in evaluating consumer behavior. Consumers want to feel they're doing
something good, being a good person, eating healthy, making contacts, keeping up
appearances, or that they just deserve to be spoiled a little bit. If marketers can convince
consumers that they need a product or service for some "legitimate" reason, customers
will be more likely to make a purchase.
In addition, sensory stimuli are important to marketing. When food packages are
appealing or associated with other positive qualities, people often find that they "taste"
better. For example, people often "taste" with their eyes, discerning differences in
products where they do not see any difference during a blind taste test. One of the best
examples of this was a test of loyal Coca-Cola customers who were totally unwilling to
concede that any other soda was its equal. While able to see what they were drinking,
they maintained this position. But during blind testing, some were unable to tell the
difference between Coke and root beer.
Finally, another alternative for influencing customer behavior is by offering specialized

goods. While commonality was once popular, more and more people are seeking
diversity in taste, personal preferences, and lifestyle. Some successful campaigns touting
the way their products stand out from the crowd include Dodge's "The Rules Have
Changed" and Arby's "This is different. Different is good."
In fact, marketers are quite successful at targeting "rebels" and the "counterculture," as it
is referred to in Commodify Your Dissent. As Thomas Frank writes, "Consumerism is no
longer about 'conformity' but about difference. It counsels not rigid adherence to the
taste of the herd but vigilant and constantly updated individualism. We consume not to
fit in, but to prove, on the surface at least, that we are rock 'n' roll rebels, each one of use
as rule-breaking and hierarchy-defying as our heroes of the 60s, who now pitch cars,
20
shoes, and beer. This imperative of endless difference is today the genius at the heart of
American capitalism, an eternal fleeing from 'sameness' that satiates our thirst for the
New with such achievements of civilization as the infinite brands of identical cola, the
myriad colors and irrepressible variety of the cigarette rack at 7-Eleven."
CONSUMER BEHAVIOUR
INTRODUCTION:-
All of us are consumers. We consume things of daily use; we also consume and buy
these products according to our needs, preferences and buying power. These can be
consumable goods, durable goods, specialty goods or industrial goods. What we buy,
how we buy, where and when we buy, in how much quantity we buy depends on our
perception, self concept, social and cultural background and our age and family cycle,
our attitudes, beliefs, values motivation, personality, social class and many other factors
that are both internal and external to us.
CONSUMER BEHAVIOUR :-
Consumer behaviour is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, sociopsychology,
anthropology and economics. It attempts to understand the buyer decision
processes/buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics, psychographics, and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general. Belch and Belch define consumer behaviour as 'the process and
activities people engage in when searching for, selecting, purchasing, using, evaluating,
and disposing of products and services so as to satisfy their needs and desires'.
21
BUYER – AN ENGIMA:-
Although it is important for the firm to understand the buyer and accordingly evolve it
marketing strategy, the buyer or consumer continues to be an enigma – sometimes
responding the way the marketer wants and on other occasions just refusing to buy the
product from the same marketer. For this reason, ht buyers’ mind has been termed as a
black box, the marketer provides stimuli but he is uncertain of the buyer’s response. This
stimulus is a combination of product, brand name, colour, style, packaging, intangible
services, merchandizing, shelf display, advertising, distribution, publicity and so forth.
Further today’s customer is being greatly influenced by the media especially electronic.
Technological developments in the field of information, biotechnology and genetics, and
intensive competitions in all products and services are also impacting consumer choices.
FACTORS INFLUENCING CONSUMER BEHAVIOUR:-
The factors that influence consumer behavior can be classified into internal factors and
external environmental factors. External factors do not affect the decision process
directly, but percolate or filter through the individual determinants, to influence the
decision process. The individual determinants that affect consumer behaviour are:
• Motivation and involvement
• Attitudes
• Personality and self concept
• Learning and memory
• Information processing
The external influences or factors are:
• Cultural influences
22
• Sub-cultural influences
• Social class influences
• Social group influences
• Family influences
• Personal influences
• Other influences
MODELS OF CONSUMER BEHAVIOUR:-
We have already seen that there are many factors which influence the decision making of
consumers. There are various consumer models which help in the under standing of
consumer behavior. They are formulated by different economist and management
scientist based on various ideas. They are:
• Economic Model
• Psychological Model
• Input process output Model
• Sociological Model
• Hawrath Sheth Model
• Engel-Blackwell-Kollath Model
23
• Model of family decision making
TOOLS TO STUDY CONSUMER BEHAVIOUR :-
It is important to marketer to regularly study buyer behaviour. The different tools

available to him or her are:
Surveys:-
This is the most common technique used in studying consumer behaviour. It involves the
use of questionnaires. Different scaling techniques like Likert and Thurstone are used to
measure consumer attitudes. The problem with survey methodology is that it gives to
marketer only conscious response of the customer.
Projective Techniques
To throw the customer off his or her conscious level and to get know subconscious-level
responses, projective techniques like word association, picture association and thematic
appreciation tests have been used. This provides valuable information on his or her
product or brand and about the customer’s lifestyle and self concept.
24
Focus Group Discussions
This is another qualitative technique used to assess how customers perceive the product
and use situations. It also provides the marketer with valuable information on the target
market.
OUTLET SELECTION AND PURCHASE:-
As the number of product and brands are increasing in the market, so are the retail
outlets and it becomes very confusing for the customers to choose the retail stores. The
selecting of a retail store also involves almost the same process as selecting a brand. A
retail outlet relates to a service or a product which caters to the consumer. The retail
trade occurs from the stores but, it also occurs from catalogues, direct mail via print
media, television and radio. Retailing is also done in weekly markets which are put up in
different areas of a city on different days. It is also done from consumer, by means of
various media. It has become very challenging and exciting, both for consumers and
marketers. The consumer may give first preference to the store or the product or, he may
give equal importance to both. Sometimes one prefers a store first, where he can get
friendly and logical advice to buy the product or brand of second priority, if he is assured
of proper service and proper guidance, rather than buying a product of his choice on first
priority and missing out on other important aspects of purchase.
PURCHASE BEHAVIOUR:-
We have seen that in many products, decision-making is a very lengthy process, and
takes a very long time. The problem is recognized and a lot of information is gathered.
25
After this is done, the last two stages of decision-making, that is, the purchase and post
purchase come into play. Purchase is very important as it generates revenue, and post
purchase gives us an idea of the likes and dislikes of the consumer. Post purchase
behaviour also establishes s link between the marketer and the target market segment.
Purchase is important to the marketer as the product was planned, produced, priced,
promoted and distributed after a lot of effort. If purchase does not take place, the
marketer has failed in his marketing effort. He then needs to change the marketing mix.
He has to change entire strategy, as the ultimate aim of the marketer is to float a product
which will generate revenue and bring satisfaction to the customers. Purchase is
important for his success, for achieving his objectives and for formulating competitive
strategies against the competitors. It marks the end of his search, end of his efforts and
chooses the brand of his choice for expected benefits.
POST PURCHASE BEHAVIOUR :-
It is important for the marketer to know whether his product is liked by the consumer or
not. He wants the feedback about his product so that corrective action, if necessary, can
be taken, and the marketing mix be modified accordingly. Post purchase behaviour is the
reaction of the consumers; it gives an idea of his likes and dislikes, preferences and
attitudes and satisfaction towards the product. It indicates whether or not the purchase
motives have been achieved. Purchase is the means and post purchase is the end. Post
purchase behaviour indicates whether or not repeat purchase will be made, whether the
customer will recommend the product to others or not. It indicates whether long term
profits can or cannot be expected. All this can be found out by the post purchase
behaviour or the customers. Post purchase is the last phase in the decision making
process.
26
TITLE OF THE STUDY:-
To study the buying behaviour in the gold market with special reference to Malabar gold
kodungallur.
STATEMENT OF THE PROBLEM:-
Establishing a strong Brand reputation in an extremely competitive market like that of a

gold is a huge task, as the money spend on the goods is very high and customer concern
regarding the quality shall always remain a sensitive factor. This can be overcome by
adopting measures like universal standardization norms like hallmark, bismark etc which
is an approval rating given by appropriate authentication agenies.Catering to the needs of
the customers by bringing in innovative patterns without discarding their traditional and
regional choices. Attracting exchange offers with minimum financial implications would
help to maintain recurring business scope. And help to continue the relationship with the
customers
SIGNIFICANCE OF THE STUDY:-
This study is to understand the buying behavior of the customers on jewellery brand,
namely MALABAR GOLD, apart from helping to acquire a better insight and
understanding into the vital, but trivial aspects of the jewellery market, it also helps in
assessing the company’s strength and weakness against the competing jewellery brands.
Thus helping in finding the loop holes in the company’s products on in finding logical
solutions to the problems.
This study helps in finding out:
• How the customers rate the various attributes in MALABAR GOLD as against
other competitors.
• How effective has been the company in positioning MALABAR GOLD as a
reputed jewellery showroom
• How effective has the company’s marketing strategy of low making charge, with
offering a whole lot of unique features provided in the market.
27
OBJECTIVE OF THE STUDY:-
o GENERAL OBJECTIVES
To study the buying behaviour in the gold market of gold with special
reference to Malabar gold kodungallur.
o SPECIFIC OBJECTIVES:-
1. To know the motivating factors of consumers in purchasing products of

Malabar gold.
2. To know how brand preference is formed in purchasing Malabar gold
ornaments among consumers.
3. To ascertain the level of brand loyalty and brand image associated by
consumer with a brand name “Malabar gold” and the reason for this.
4. To measure the level of satisfaction of customers of Malabar gold.
5. To study the consumer perception towards Malabar gold.
TYPE OF RESEARCH:-
The research design is descriptive in nature. It provides data about the population or the
universe being studied. It also helps us to assess the proportionate behavior of
respondents within their identical or homogeneous groups.
DATA COLLECTION:-
The data used for the study are primary and secondary data.
• PRIMARY DATA
It refers to the first hand information collected by the researcher, specific to the research
problem. It includes using different primary data collection tools such as personal
interview using questionnaires, telephone surveys, mail surveys etc.For the present study
primary data was collected by survey method using questionnaires.
28
• SECONDARY DATA
Information that already exists for another purpose. This refers to all those data which
are collected for some earlier research work. The secondary data for this work was
obtained from company profile, company magazines, websites, newspapers, internet,
textbooks, reports and form company brochures and other promotional materials.
POPULATION OF THE STUDY:-
It consists of people of kodungallur who have their own interest to purchase gold
ornaments for the marriages, birthday celebrations of their kith and kin or to buy gold as
a safe investment, from MALABAR GOLD, kodungallur during the period of 2010-
2011
METHOD OF STUDY:_
Different sampling methods are available from which the appropriate one needs to be
selected based on the nature and relevance of the study, the information to be dealt with
and the purpose of study.
Random sampling technique is used to study the buying behaviour of customers of

MALABAR gold.
SIZE OF SAMPLE:-
As data need to be collected from the customers of Malabar gold, the sample unit is
restricted to 30
TOOLS FOR DATA COLLECTION
• Structured closed ended questionnaire.

• Schedules.
29
• Observation.
• Charts.
STATISTICAL TOOLS:-
• Pie-charts
• Bar- Diagrams
• Curves
• Histograms.
• Correlation and regression.
LIMITATION OF THE STUDY:-
• The data obtained in some cases may be biased.

• Difficulty in communication within the city while conducting the survey.
• The information obtained from the consumers based on questionnaires was
assumed to be factual.
• Since the survey is based on sampling method, it doesn’t disclose the character
of the entire customers.
• Sample selected may not represent the whole population.
• The finding of the survey is strictly based on the responses of the respondents.
It is difficult to find the euthenics be true, so we are assuming them to be true.
30
Table 3.1 showing the Sex wise classification of the respondents
Gender No. Of Respondents Percentage
Male 6 20
Female 24 80
Total 30 100
20
Male
Female
80
Figure 3.1 showing the Sex wise classification of the respondents
INFERENCE: It is evident from the figure that 80 percent of the respondents were
female and 20 percent of them were male
31
Table 3.2 showing the income level of the respondents.
Income Group( in Rs) No. Of Respondents Percentage

Below 12000
4 14
12000-16000
8 26
16000-20000
12 40
Above 20000
6 20
Total 30 100
45
40
40
35
30 26
25
20
20
14
15
10
5
0
Below 12000 12000 - 16000 16000 - 20000 Above 20000
Figure 3.2 showing the income level of the respondents.
INFERENCE: From the above figure it is clear that 14 percent of the respondents have
an income below 12000, 26 percent between12000 – 16000, 40 percent between
16000– 20000 and the remaining 20 percent above 20000.
32
Table 3.3 showing the marital status of the customers
Marital Status No. Of Respondents Percentage
Single 9 30
Married 21 70
Total 30 100
30%
Single
Married
70%
Figure 3.3 showing the marital status of the customers
INFERENCE: Among the population of the respondents, 30 percent of them were

single and around 70 percent of them were married.
33
Table 3.4 showing the age group classification of the respondents
Age No. Of Respondents Percentage

Below 18
5 17
19 - 28
13 43
29 - 38 8 27
Above 38 4 13
Total 30 100
45
40
35
30
25
43
20
15 27
10 17
13
5
0
below 18 19 - 28 29 - 38 Above 38
Figure 3.4 showing age group classification of the respondents
INFERENCE: From the above study it is clear that 17 percent of the respondents are
below the age group of 18, 43 percent between19 – 28, 27 percent between29 – 38 and
13 percent above the age of 38.
34
Table 3.5 showing the products purchased by the respondents
Product No. Of Respondents Percentage

Gold 18 60
Watch 2 7
Platinum 6 20
Diamond 4 13
Total 30 100
60
50
40
60
30
20
20
10 13
7
0
Gold Watch Platinum Diamond
Table 3.5 showing the products purchased by the respondents
INFERENCE: From the above study it is clear that that 60 percent of the respondents
purchase gold, 7 percent watch, 20 percent platinum and the remaining 13 percent
diamond.
35
Table 3.6 showing the no of customers aware of products other than gold available
in Malabar Gold.
Status No. Of Respondents Percentage
Yes 24 80
No 6 20
Total 30 100
80
70
60
50
40
30
80
20
20
10
0
Yes No
Figure 3.6 showing no of customers aware of products other than gold available in
Malabar Gold.
aware of other products available in Malabar Gold and the remaining 20 percent are
un-aware of it.
36
Table 3.7 showing the amount of gold own by the respondents.
Amount Of Gold No. Of Respondents Percentage

Below 56
2 7
56 - 120
7 23
120 - 200
18 60
Above 200 3 10
Total 30 100
60
50
40
30
20 60
23
10
7 10
0
Below 56 56 - 120 120 - 200 Above 200
Figure 3.7 showing the amount of gold own by the respondents.
37
INFERENCE: From the above study it is clear that 7 percent of the respondents own
gold below 56 grams, 23 percent between 56 – 120 grams, 60 percent between 120 – 200
grams and the remaining 10 percent above 200 grams.
Table 3.8 showing satisfaction in making charges
Yes 25 83
No 5 17
Total 30 100
17%
Yes
No
83%
Figure 3.8 showing satisfaction in making charges
INFERENCE: From the above figure it is clear that 83 percent of the respondents are
38
satisfied with the making charges of Malabar Gold and the remaining 17 percent are not
satisfied with it.
Table 3.9 showing the media through which the customers came to know about
Malabar Gold
Media No. Of Respondents Percentage

Newspaper 2 6
Television 20 67
Yellow Pages 1 3
Friends And Relatives 7 24
Total 30 100
80
67
70
60
50
40
30 24
20
10 6
3
0
Newspaper Television Yellow Pages Friends And
Relatives
Figure 3.9 showing the media through which the customers came to know about
Malabar Gold
39
INFERENCE: From the above figure it is clear that 6 percent of the respondents came
to know about Malabar Gold from newspaper, 67 percent from television, 3 percent from
yellow pages and the remaining 24 percent from friends and relatives.
Table 3.10 showing the factors influencing the purchase decision
Factors No. Of Respondents Percentage

Company Image 7 23
Quality 8 27
Advertisements 7 23
Selection Available 8 27
Total 30 100
28
27 27
27
26
25
24
23 23
23
22
21
Company Quality Advertisements Selection
Image Available
Figure 3.10 showing the factors influencing the purchase decision
40
influenced by company image, 27percent by the quality, 23 percent by the advertisement
and the remaining 27 percent for the selection available in the Malabar Gold.
Table 3.11 showing whether the respondent is satisfied with the showroom facility
Yes 27 90
No 3 10
Total 30 100
90
80
70
60
50
40
30
90
20
10 10
0
Yes No
Figure 3.11 showing whether the respondent is satisfied with the showroom facility
satisfied with the showroom facility available in Malabar Gold and the remaining 10
41
percent are not satisfied with it.
Table 3.12 showing how the customers rate the designs of ornaments.
Factors No. Of Respondents Percentage

Excellent 8 27
Good 17 57
Average 3 10
Poor 2 6
Total 30 100
60 57
50
40
30 27
20
10
10 6
0
Excellent Good Average Poor
Figure 3.12 showing how the customers rate the designs of ornaments.
42
INFERENCE: From the above study it is clear that the respondents find the design of
the ornaments as 27 percent excellent, 57 percent good, 10 percent average and the
remaining 6 percent as poor.
Table 3.13 showing whether the respondent’s complaints are dealt on time.
Yes 23 77
No 7 23
Total 30 100
80
70
60
50
40
30
20 77
10 23
0
Yes No
Figure 3.13 showing whether the respondent’s complaints are dealt on time.
43
INFERENCE: From the above study it is clear that 77 percent of the respondents get
immediate response on complaints registered and the remaining 23 percent doesn’t get
immediate response.
Table 3.14 showing the customers rating on the salesman responsiveness:
Rating No. Of Respondents Percentage

Excellent 2 7
Good 6 20
Average 19 63
Poor 3 10
Total 30 100
70 63
60
50
40
30
20
20
10
10 7
0
Figure 3.14 showing the customers rating on the salesman responsiveness:
44
INFERENCE: From the above study it is clear that 7 percent of the respondents rate the
salesman responsiveness as excellent, 20 percent as good, 63 percent as average and the
Table 3.15 showing the customers rating on the service facility available:

Excellent 5 17
Good 15 50
Average 7 23
Poor 3 10
Total 30 100
10
17
23
50
Figure 3.15 showing the customers rating on the service facility available:
45
INFERENCE: From the above study it is clear that 23 percent of the respondents rate
the service facility available to them as excellent, 50 percent as good, 17 percent as
average and the remaining 10 percent as poor.
Table 3.16 showing the customers rating on overall service of Malabar Gold with
respect to other jewelers in town.

Excellent 6 20
Good 17 57
Average 4 13
Poor 2 7
Total 30 100
60
50
40
30 57
20
10 20
13
7
0
Figure 3.16 showing the customers rating on overall service of Malabar Gold with
46
respect to other jewelers in town.
overall service of Malabar gold as excellent, 57 percent as good, 13 percent as average
and the remaining 7 percent as poor.
Table 3.17 showing the customers rating on their level of satisfaction:

Excellent 18 60
Good 7 23
Average 3 10
Poor 2 7
Total 30 100
70
60
60
50
40
30
23
20
10
10 7
0
Figure 3.17 showing the customers rating on their level of satisfaction:
47
their level of satisfaction as excellent, 23 percent as good, 10 percent as average and the
Table 3.18 showing whether the respondents will insist their well wishers, friends
and relatives to purchase from Malabar Gold

Yes 20 67
No 10 33
Total 30 100
48
67
70
60 33
50
40
30
20
10
0
Yes No
Figure 3.18 showing whether the respondents will insist their well wishers, friends
and relatives to purchase from Malabar Gold
INFERENCE: From the above study it is clear that 67 percent of the respondents will
insist their well wishers, friends and relatives to purchase from Malabar Gold and the
remaining 33 percent will not insist their well wishers and friends.
Table 3.19 showing whether the Promotional signs influence in purchase decisions
Responses Frequency Percentage

Strongly agree 3 10
Agree 17 57
Neither agree nor disagree 5 17
Disagree 4 13
Strongly disagree 1 3
Total 30 100
49
60
50
40
57
30
20
10 17
10 13
3
0
Strongly Agree Neither Disagree Strongly
agree agree nor disagree
disagree
Figure 3.19 showing whether the Promotional signs influence the purchase
decisions
INFERENCE: From the above study it is clear that 67 percent of the respondents agree
that the promotional signs influence their purchase decisions whereas16 percent of the
respondents disagree to it and the remaining 17 percent of them neither agrees nor
disagrees to it.
Table 3.20 showing whether the Promotional offers create interest

In purchase decision
50

Strongly agree 5 17
Agree 18 60
Disagree 1 3
Total 30 100
70
60
60
50
40
30
20 17
10 10
10 3
0
Strongly Agree Neither agree Disagree Strongly
agree nor disagree disagree
Figure3.20 showing whether the Promotional offers create interest in purchase

decision
INFERENCE: From the above study it is clear that 17 percent strongly agree and 60
percent agree that the Promotional offers create interest in purchase decision whereas 3
51
percent disagrees and 10 percent strongly disagrees to it and another 10 percent neither
agrees nor disagrees to it.
Table 3.21 showing whether the respondents makes a trial

Strongly agree 4 14
Agree 15 50
Disagree 3 10
Total 30 100
52
3
10 14 Strongly agree
Agree
Neither agree nor

23
disagree
Disagree
50 Strongly disagree
Figure 3.21 showing whether the respondents makes a trial
INFERENCE : From the above study it is clear that 14 percent strongly agree and 50
percent agree that the respondents makes a trial whereas 10 percent disagrees and 3
percent strongly disagrees to it another 23 percent neither agrees nor disagrees to it.
Table 3.22 showing whether the relatives or peers influence the purchase decision

Strongly agree 5 17
Agree 12 40
Disagree 6 20
Total 30 100
53
Strongly agree
13 17
Agree
20 Neither agree nor

disagree
Disagree
10 40
Strongly disagree
Figure 3.22 showing whether the relatives or peers influence the purchase decision
INFERENCE: It is clear from the above study that 17 percent strongly agree and 40
percent agree that the relatives or peers influence the purchase decision whereas 20
percent disagrees and 13 percent strongly disagrees to it another 10 percent neither
Table 3.23 showing whether the respondents imitate in buying gold jewellery
54

Strongly agree 2 7
Agree 5 17
Disagree 7 23
Total 30 100
Strongly disagree
10
Disagree
23
Neither agree nor disagree

43
Agree
17
Strongly agree
7
0 10 20 30 40 50
Figure 3.23 showing whether the respondents imitate in buying gold jewellery
percent agree that the respondents imitate in buying gold jewellery whereas 23 percent
55
disagrees and 10 percent strongly disagrees to it another 43 percent neither agrees nor
disagrees to it.
Table 3.24 showing whether In-store form/mannequin displays influence the

purchase decision

Strongly agree 5 17
Agree 14 47
Disagree 1 3
Total 30 100
Strongly agree
20 17
Agree
3
Neither agree nor
disagree
13 Disagree
47
Strongly disagree
56
Figure 3.24 showing whether In-store form/mannequin displays influence the

purchase decision
percent agree that the In-store form/mannequin displays influence the purchase decision
whereas 3 percent disagrees and 20 percent strongly disagrees to it another 13 percent
neither agrees nor disagrees to it.
Table 3.25 showing whether the display creates an urge to buy

Strongly agree 5 17
Agree 19 63
Disagree 1 3
Total 30 100
57
7 Strongly agree
3 17
10 Agree
Neither agree nor

disagree
Disagree
Strongly disagree
63
Figure 3.25 showing whether the display creates an urge to buy
percent agree that the display creates an urge to buy whereas 3 percent disagrees and 7
percent strongly disagrees to it another10 percent neither agrees nor disagrees to it.
Table 3.26 showing whether the respondents prefer brand for purchasing gold.

Strongly agree 5 17
Agree 23 77
Disagree 2 7
Total 30 100
58
7 17
Strongly agree
Agree
Disagree
77
Figure 3.26 showing whether the respondents prefer brand for purchasing gold.
percent agree that the respondent’s prefer brand for purchasing gold whereas 7 percent
disagrees to it.
Table 3.27 showing whether the respondent’s preference is associated with brand
ambassadors
59

Strongly agree 3 10
Agree 12 40
Disagree 7 23
Total 30 100
40
35
30
25
20
15
40
10 17 23
5 10 10
0
disagree
Figure 3.27 showing whether the respondent’s preference is associated with brand
ambassadors
60
percent agree that the respondent’s preference is associated with brand ambassadors
Whereas 23 percent disagrees and10 percent strongly disagrees to it and another 17
percent neither agrees nor disagrees to
Table 3.28 showing whether the respondent’s peers or relatives suggest any
particular brand

Strongly agree 8 27
Agree 2 7
Disagree 3 10
Total 30 100
50
43
45
40
35
30 27
25
20
13
15 10
10 7
5
0
disagree
61
Figure 3.28 showing whether the respondent’s peers or relatives suggest any
particular brand
percent agree that the respondent’s peers or relatives suggest any particular brand
whereas 27 percent disagrees and 7 percent strongly disagrees to it and another 13
percent neither agrees nor disagrees to it.
Table 3.29 showing whether the respondent is an active customer of the brand.

Strongly agree 4 13
Agree 6 20
Disagree 1 3
Total 30 100
62
60
50
40
30
20 57
10 20
13 3 7
0
disagree
Figure 3.29 showing whether the respondent is an active customer of the brand.
percent agree that the respondent is an active customer of the brand whereas 3 percent
disagrees and 7 percent strongly disagrees to it and another 57 percent neither agrees nor
disagrees to it.
Table 3.30 showing whether the respondent rate any other brand above
Malabar gold

Strongly agree 2 7
Agree 4 13
Disagree 15 50
Total 30 100
63
10 7 Strongly agree
13
Agree
Neither agree nor

disagree
20 Disagree
50
Strongly disagree
Figure 3.30 showing whether the respondent rate any other brand above
Malabar gold
percent agree that the respondents rate any other brand above Malabar gold
Whereas 50 percent disagrees and 10 percent strongly disagrees to it and another 20
Table 3.31 showing whether the respondent is loyal to the brand

Strongly agree 4 13
Agree 23 77
Disagree 2 7 64
Total 30 100
80
70
60
50
40
30
20 77
10 13 7 3
0
Strongly Agree Disagree Strongly
agree disagree
Figure 3.31 showing whether the respondent is loyal to the brand
percent agree that the respondent is loyal to the brand whereas 7 percent disagrees and
3 percent strongly disagrees to it.
Table 3.32 showing whether the services are satisfactory.
65

Strongly agree 5 17
Agree 7 23
Disagree 3 10
Total 30 100
50
45
40
35
30
25
20 43
15
10 23
17
5 10 7
0
Strongly Agree Neither agree Disagree Strongly
agree nor disagree disagree
Figure 3.32 showing whether the services are satisfactory.
percent agree that the services are satisfactory with regards to Malabar gold
Whereas 10 percent disagrees and 7 percent strongly disagrees to it and another 43
66
Table 3.33 showing whether the Quality of gold is satisfactory

Strongly agree 6 20
Agree 13 43
Disagree 4 13
Total 30 100
Strongly agree
7
20
13 Agree
Neither agree nor

disagree
17
Disagree
43 Strongly disagree
67
Figure 3.33 showing whether the Quality of gold is satisfactory
percent agree that the quality of gold is satisfactory with regards to Malabar gold.
Whereas 13 percent disagrees and 7 percent strongly disagrees to it and another
17percent neither agrees nor disagrees to it.
Table 3.34 showing whether the responses are satisfactory and timely
RESPONSES Frequency Percentage

Strongly agree 5 17
Agree 11 37
Disagree 6 20
Total 30 100
68
13 17 Strongly agree
Agree
20 Neither agree nor

disagree
Disagree
37
Strongly disagree
13
Figure 3.34 showing whether the responses are satisfactory and timely
percent agree that the responses received in regards to the inquiries is in a satisfactory
and timely manner whereas 20 percent disagrees and 13 percent strongly disagrees to it
and another 13 percent neither agrees nor disagrees to it.
Table 3.35 showing whether Malabar gold is a world class dealer

Strongly agree 5 16
Agree 21 70
Disagree 2 7
Total 30 100
69
70
60
50
40
30
70
20
10 16 7 7
0
Strongly Agree Neither Disagree
agree agree nor
disagree
Figure 3.35 showing whether Malabar gold is a world class dealer
INFERENCE: Among the respondents, 16 percent strongly agree and 70 percent agree
that Malabar gold is a world class dealer whereas 7 percent disagrees to it and another 7
Table 3.36 showing whether Malabar gold is a customer friendly dealer
70

Strongly agree 17 57
Agree 5 16
Disagree 2 7
Total 30 100
60
50
40
30
20 57
10 16
7 7 12
0
disagree
Figure 3.36 showing whether Malabar gold is a customer friendly dealer
INFERENCE: Among the respondents, 57 percent strongly agree and 16 percent

agree that Malabar gold is a customer friendly dealer whereas 7 percent disagrees and
71
12 percent strongly disagrees to it and another 7 percent neither agrees nor disagrees
to it.
Table 3.37 showing whether Malabar gold is a professional unit

Strongly agree 5 17
Agree 9 30
Disagree 8 26
Total 30 100
72
17 17
Strongly agree
Agree
Neither agree nor disagree
Disagree
26 30
Strongly disagree
10
Figure 3.37 showing whether Malabar gold is a professional unit
INFERENCE: Among the respondents, 17 percent of them strongly agree and 30

percent of them agree that Malabar Gold is a professional unit whereas 26 percent of
them disagree and 17 percent of them strongly disagree to it and about 10 percent of
them neither agrees nor disagrees to it.
Table 3.37 showing whether the purchase from Malabar gold is beneficial

Strongly agree 12 40
Agree 7 23
Disagree 0 0
Total 30 100
73
20
Strongly agree
40 Agree
Neither agree nor

17 disagree
Strongly disagree
23
Figure 3.37 showing whether the purchase from Malabar gold is beneficial
INFERENCE: Among the respondents, 40 percent of them strongly agree and

23percent of them agree that the purchase from Malabar Gold as beneficial whereas 20
percent of them strongly disagree to it and about 17 percent of them neither neither
Table 3.38 showing the rating of Malabar gold from the point of view of
Customer advantage
74

Excellent 6 20
Very Good 4 13
Good 8 27
Satisfactory 10 33
Poor 2 7
Total 30 100
35 33
30 27
25
20
20
15 13
10 7
5
0
Excellent Very Good Good Satisfactory Poor
Figure 3.38 showing the rating of Malabar gold from the point of view of customer
advantage
75
INFERENCE: From the above study it is clear that the customer advantage is 20
percent excellent, 13 percent very good, 27 percent good, 33 percent satisfactory and 7
percent poor.
FINDINGS
• Most of the respondents of Malabar Gold are mainly youngsters especially girls.
• Most of the Customers of Malabar Gold are mainly from upper class and upper
middle class families.
• Majority of the respondents are married.
• Gold Ornaments are highly sold out compared to other ornaments like
platinum and diamond.
• Only a few customers are not aware of products other then gold
available in Malabar Gold.
• Amount of gold purchased by most of the respondents is between 120 –
200 grams.
• 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 quality, selection, company image and advertisement are almost
equally influence the respondents to purchase from Malabar Gold.
• Among the respondents, Majority are satisfied with the showroom facility.
• Most of the respondents rate the deigns of ornaments as good.

• A large majority of the respondents got immediate response for the complaints
registered.
• Most of the respondents rated Salesman responsiveness as somewhat

good and average.
• Most of the respondents rated the service facility and the overall Service
76
of Malabar Gold with respect to other jewelers in town as good.
• Majority of the customers rated their Level of satisfaction as excellent.
• Greatest number of the respondents agrees that the promotional signs,

promotional offers and In-store form/mannequin or eye catching window
displays influence the purchase decision..
• Majority of the respondents agree that the respondents prefer brand for
purchasing gold.
• A large number of the respondents disagree that their peers or relatives suggest
any particular brand.
• Greatest number of the respondents neither agrees nor disagree that they are an
active customer of the brand.
• More than half of the respondents disagree that they rate any other brand above
Malabar gold.
• Majority of the respondents agree that they are loyal to the brand.
• A large majority of the respondents neither agree nor disagree that the services
are satisfactory with regards to Malabar Gold.
• Greatest number of respondents agrees the Quality of gold is satisfactory with
regards to Malabar Gold.
• A large number of the respondents agree that the responses received in regards
to the inquiries is in a satisfactory and timely manner
• Majority of the respondents agree that Malabar gold is a world class and
customer friendly dealer.
• A large number of the respondents agree that Malabar gold is a professional unit
and the purchase from Malabar gold is beneficial.
.
• Majority of the respondents rate the Customer advantage of Malabar gold
as Satisfactory.
77
SUGGESTIONS:
• More promotional programs have to be framed to attract middle class customers

to the organization.
• With regard to advertising, the company should focus on persuasive advertising
highlighting the unique features 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 products to increase their sales.
• To extend the trust of the customers, proper and timely attention should be
maintained on their grievance.
• More advertisement should be made in media other than television.
• Steps should be taken to attract more male customers.
• The distribution network must be well established.

• Sales promotion tools like lucky draws, contest, advertising specialties etc
can be introduced to attract customers.
• Institutional advertisement which can promote the goodwill of the
company can be used.
• Sponsoring of various programs can also help in promotion.
• Selection of popular personalities as brand ambassadors can influence
buying decision.
• The salesman should behave very polite and attentive to the customers to
feel them comfort in their deal.
78
CONCLUSIONS:-
The study of consumer behaviour is the study of how individuals make decision to spend
their available resources on consumption related items. It includes the study of what,
why, when and from where they buy etc.
The study on the buying behavior of gold was conducted at Malabar Gold, kodungallur
and was conducted among the customers of the organization.
Majority of the respondents are satisfied with the quality of gold available to them in
the Malabar Gold and are satisfied with the facilities available to them in the
organization including showroom facility, service facility, car parking facility
etc.Majority of the respondents agree that the promotional signs, promotional offers,
influence there purchase decision.. Majority of the respondents agree that they prefer
brand for purchasing gold. More than half of the respondents agree that they are loyal
to the brand and consider Malabar gold as a world class and customer friendly dealer.
During the study it was observed that the aspects such as making charges, salesman
responsiveness, ornaments designs, price etc.have a positive influence on the buying
behaviour. Further, there is some kind of promotional activities required to hold the
present customers and make new customers. Even though overall feedback from the
customers contacted during the survey stands at a highly positive level it would be ideal
to fine tune the marketing strategy in such a way that the existing customers shall be
firmly retained and an expansion in the number can be made possible using available
79
management expertise and all means of public relation tools.
80
81

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Rajagiri College of Management and Applied Sciences

AS A MEDIUM OF MONETARY EXCHANGE:-

• Salts and radio scopes of gold are used in pharmacology.

• Gold is used in dentistry as crowns and permanent bridges.

FACTORS INFLUENCING GOLD PRICE:-

LOW OR NEGATIVE INTEREST RATES:-

WAR, INVASION, LOOTING, CRISIS:-

INDIAN JEMS JEWELLERY INDUSTRY:-

OVERVIEW OF GOLD INDUSTRY IN INDIA:-

• Surat contributes 90% of India’s total diamond exports.

• India’s domestics branded jewellery market is estimated at Rs 600-700 crores.

• There are 13 bullion importing bank in India.

• India’s gem and Jewellery Exports Promotion Council (GJEPC) is aiming at

Kerala: Calicut, Kannur, Thalassery, Kasaragod, Palakad, Manjeri, Trissur,

MALABAR GOLD KODUNGALLUR UNIT:-

MANAGEMENT AND STAFF:-

SPECIAL FEATURES OF MALABAR GOLD:-

• Exclusive showroom for 100% BIS hallmarked 916 gold collections.

MISSION OF THE ORGANISATION:-

Vision of the organization is as follows:-

• To provide employment opportunity to educated people.

SOCIAL RESPONSIBILITY OF MALABAR GOLD:-

TOWARDS THE EMPLOYEES:-

TOWARDS THE CUSTOMERS:-

TOWARDS THE SOCIETY:-

DETAILS OF MALABAR GOLD COLLECTIONS:-

The exclusive collections of Malabar Gold include:

To understand consumer behavior, experts examine purchase decision processes,

While all of this information might be helpful to marketers, it is equally important to

Other contributing factors were discussed in Mantel's study, such as personality

INTERPRETING CONSUMER BEHAVIOR

When market researchers begin evaluating the behavior of consumers, it is a mistake to

While it is easy to speculate on all these elements of consumer motivation, it is much

INFLUENCING CONSUMER BEHAVIOR

Finally, another alternative for influencing customer behavior is by offering specialized

that are both internal and external to us.

FACTORS INFLUENCING CONSUMER BEHAVIOUR:-

• Motivation and involvement

• Personality and self concept

• Learning and memory

The external influences or factors are:

• Social class influences

• Social group influences

MODELS OF CONSUMER BEHAVIOUR:-

• Input process output Model

• Hawrath Sheth Model

• Model of family decision making

TOOLS TO STUDY CONSUMER BEHAVIOUR :-

It is important to marketer to regularly study buyer behaviour. The different tools

Focus Group Discussions

OUTLET SELECTION AND PURCHASE:-

POST PURCHASE BEHAVIOUR :-

TITLE OF THE STUDY:-

STATEMENT OF THE PROBLEM:-

Establishing a strong Brand reputation in an extremely competitive market like that of a

OBJECTIVE OF THE STUDY:-

1. To know the motivating factors of consumers in purchasing products of

POPULATION OF THE STUDY:-

Random sampling technique is used to study the buying behaviour of customers of