d'dmas survey

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Presentation on : Working women perception on D’dmas designs

Presented by : Sandeep Mishra , IBS Mumbai

Business Research Methods

IBS, Mumbai

LOGO Problem Recognition

Sample : 50 Respondents

Area : Powai, Mumbai

Formulating Research Problem

The first and the most important step of research is properly defining the problem.

The problem is: -

Identify the working women’s perception about jewellery sets.

Role actually jewellery plays to women's point of view.

Popularity of D’damas in working women at powai.

Understand New segment for our Designs.

IBS, Mumbai

LOGO Objectives Of the Study

Primary Objectives

“To Know Working women’s perception on D’dmas designs in

Powai.”

Secondary Objectives

To know awareness of jewellery brands in powai

To Know preference of jewellery brands by working women in powai.

To Know preference of jewellery types & Designs by working women in powai.

To know preference of types stones in jewellery purchased by working women in powai.

To understand designer preference of working women.

To know how frequent and what occasion working women use to buy and were jewellery.

What attracts them for jewellery purchase.

To know purpose to were jewellery.

LOGO Research & Sample Design

Research Design

This study is about descriptive type of research study in nature because the major emphasis is given to understand the factors which influence perception and buying of jewellery according to working womens perception.

Sample Desgin

The sample has been collected through questionnaire & with personal interaction in Powai i.e. the walk-in respondents and stratified random sampling method has been used.

The size of the sample is 50 which were made to filled by working women.

LOGOData Collection Methods & Analysis

techniques

Primary Method

• For the collection of primary data, the data Collection technique to be used will be the Questionnaire method.

Analysis Tools & Techniques

• Central Tendency ,Data distribution with frequency method.

Measurement Scales

• Nominal Scale

• Interval Scale

Limitations of Research

• Project duration was limited for one month only.

• The sample unit was also only 50 respondents.

• The responses could be biased.

• The respondents in Powai are limited.

LOGO Analysis & Findings

1. Jewellery brand you are aware of? D’damas Tanishq Asmi Nakshatra Tbz

Interpretation – The above pie chart and table shows the respondents response are closer between all brands in which D’damas is more popular among other brands.

LOGO

2.Which brand do you prefer most?

D’damas Tanishq

Nakshatra Tbz Asmi

Attributes No of

responsespercentage

D’damas 12 4.8

Tanishq 26 10.4

Nakshatra 9 3.6

Tbz 6 2.4

Asmi 4 1.6

Total 250 100

Interpretation – The above pie chart and table shows the respondents response are higher towards Tanishq this means Tanishq brand is is more perfered among other brands.

LOGO

3. What types of jewellery you wear?

Earrings Necklace/Pendants

Ring Bangles/Bracelets

AnkletAttributes No of

respondentspercentage

Earrings 35 14

Necklace 27 10.8

Ring 28 11.2

Bangles 19 7.6

Anklet 6 2.4

250 100

Interpretation – The above Bar graph and table shows the respondents response are higher towards Earings,rings & Necklace/pendent .This means working women use to wear these types of jewellery.

LOGO

4.What kind of design do you prefer?

Single charm Glossy

Beaded Multiple charm

Attributes No of responses

percentages

Single Charm

23 11.5

Glossy 11 5.5

Beaded 11 5.5

Multiple Charm

10 5

Total 200 100

Single

Char

m

Gloss

y

Beaded

Multi

ple C

harm

0

10

20

Chart Title

Axis Title

Axis Title

Interpretation – The above Bar graph and table shows the respondents response are higher towards single charm design. This means single charm design is more preferred.

LOGO

5.What material/metal do you prefer the

most?

Gold

Platinum

Silver


percentage

Gold 40 26.67

Platinum 15 10

Silver 2 1.33

Total 150 100

Interpretation – The above pie chart and table shows the respondents response are higher towards gold material preferred by working women.

LOGO

6. What is your preference on stone in

jewellery you purchase or have

purchased for you?

Diamond Ruby

Emerald Pearl

Sapphire


percentage

Diamond 26 10.4

Ruby 9 3.6

Emerald 6 2.4

Pearl 16 6.4

Sapphire 1 0.4

Total 250 100

Interpretation – The above Bar graph and table shows the respondents response are higher towards Diamonds jewelleries purchases.

LOGO

7.Do you have any preference any specific

jewellery designer?

I only buy from local jewellers known or

recommended to me

I only buy Internationally branded

jewellery

I don’t have any preferred brand

jewellery


percentage

Local jeweller 19 38

International brand

17 34

No preferred brand

14 28

50 100

Interpretation – The above pie chart and table shows the respondents response are some what nearer with all local preferred and international brands.

LOGO

8. You wear specific jewellery (i.e. on what

occasion)

Everyday

On weekends

Only for special occasions


percentage

Everyday 21 14

On weekends

7 4.67

Special Occasion

22 14.67

Total 50 100Everyday On weekends Special Occasions

0

5

10

15

20

25

Interpretation – The above Bar graph and table shows the respondents response are high towards everyday basis and special ocassion.

LOGO

9. On average how frequently you purchase

jewellery yourself?

Once a month More than once month

Once every six month Once a year

Less often only on special occasions


percentage

Once a month

4 8

More than once a month

5 10

Once every six months

19 38

Yearly 13 26

Special occasion

10 20

Total 50 100

Once

a m

onth

more

than

once

a m

onth

once e

very

six

month

Once

a y

ear

Specia

l Occ

asio

n

0

2

4

6

8

10

12

14

16

18

20

Series1

Interpretation – The above Bar graph and table shows the respondents response are high towards average purchase on yearly basis & Once every six month.

LOGO


percentage

Extremely Important

9 18

Very Important 13 26

Important 20 40

Some what Important

8 16

Not Important 1 2

Total 50 100

10.How Important is jewellery in your life?

Extremely Important

Very Important

Important

Some what important

Not important

9

13

20

8

1

Interpretation – The above Bar graph and table shows the respondents response that jewelleries plays important role so we have to lauch medium range of product.

LOGO

11. What attracts you towards jewellery?

Quality

Brand

Price

Design


percentage

Quality 29 14.5

Brand 10 5

Price 10 5

Design 23 11.5

Total 200 100

Interpretation – The above Pie chart and table shows the respondents response are some what nearer to Quality and design that means quality attracts more .

LOGO

12. For what purpose you wear jewellery?

Status

Personality

Fashion


Percentage

Status 12 8

Personality 22 14.67

Fashion 21 14

Total 150 100

Status Personality Fashion0

5

10

15

20

25

Interpretation – The above Bar graph and table shows the respondents response are high towards personality and fashion.

LOGO Age

AGE Respondents Percentage

25-35 27 54

36-45 11 22

45 & Above 12 24

total 50 100

Interpretation – The above Bar graph and table shows the respondents response are high to age group of 25-35.

LOGO Occupation

Occupation Respondents Percentage

Professional 24 48

Teacher 11 22

Artist 7 14

Self Employed 8 16

Total 50 100

Interpretation – The above Bar graph and table shows the respondents response are high towards professionals and near teachers .

LOGO

Income Respodents Percentage

25-3.5 21 42

3.6-4.5 14 28

4.6 & Above 15 30

Total 50 100

Interpretation – The above Bar graph and table shows the respondents response are high towards minimum income group .

Thank You