29. Analysis and FindingsThe objectives of the study was to understand the consumer‟s buying preferences, the reach ofbranded jeweler‟s, brand awareness of various brands in the jeweler‟s market.Hence the first question was to find out the factors that guide a customer while purchasingjewellery which dealt with nine attributes. The respondents where just asked to tick on theattribute that guided that purchase decision. The result is as follows 1) Factors that guide you while purchasing jewellery? Family Promotion Design Price Purity Image Variety Display Service and and Offers Friends 85 92 87 65 67 5 10 2 12From the above results an observation can be drawn that out of the 100 respondents 92 of themfeel that price is a major factor that guides their purchase decision. Apart from price purity also isconsidered important by 87 respondents, followed by design with 85 respondents feel it is animportant factor. Variety and image are the other important attributes that are considered whilemaking a purchase decision. Attributes like family and friends, promotions and offers are still notvery popular among the respondents selected for this research. The attributes like service anddisplay have been selected only by 2 and 5 respondents respectively showing that these are theleast important thing that guide an individual to purchase jewellery.The diagram below shows the guiding factor of the respondents while purchasing jewellery in anascending manner. 29
30. 100 92 85 87 90 80 65 67 70 60 50 40 30 20 10 12 2 5 10 0Question two dealt with the awareness of various brands of jewellery available in the market.This question would help find out the percentage of the respondents who are aware aboutbranded jewellery. 30
31. 2) Are you aware of the various jewellery brands available in the market? Yes No 95 5 5% Yes No 95%From the above result it can be observed that there is 95%