1.

What are the customers perceptions of art? Will these perceptions closer to reality? Does there

exist relationship among them?

2.
In this case we saw in India people have different perceptions people are getting rich day by day
thats why they are now more concerned towards investment ,India is rich in art because it has history of
many years started from mugal empire end to british empire so people are conscious to invest in art
(paintings,abstract,fine art,figurative). Exhibit 1 given blow tell us the size of HNI is increasing in India by following
percentages, it shows 2008 year was increase in percentage of HNI with 75% and 2010 it is 83% so we can say that economy
3.

of India is increasing thats why people are more conscious towards fine investment.
This means that more and more people are becoming richer and they would look for lucrative
investment options in today era it is important to search artists, marketers and buyers so that we can

a.

understand their need and move on

There are many sort of buyers some people buy the art for status, passion, investment and some
for obsession so. some are actors some are industrlists some are history oriented persons so first need to judge the nature
For buyers who look upon art forms as an investment Art market must be segmented according to the needs,status, and
perception to target them propers and get the full benefit from it , buyer research is very important to make the

b.

market place more efficient and rewarding.

All type of artists young, well auctioned all sort of want fame in this field to be famous to earn
multi millions if they catch up the right thing in market which mold the buyers to took the particular art on
top.

c.

In market it is very important to understand the position of buyer and divide them in financial categoury and seek
their interests If marketers understand their buyers then theywould be able to do a better segmentation,
targeting and positioning of their product or service.,marketers should do the research to keep their
market place alive. If we do research we will be able to do the right sales and able to grow our market and
get the perceptions of consumers in loyalty.

4.

Dhonuk conducted a survey in new dehli for 4 days with that particular person who atleast
purchssed the art atleast 1 time in life for that purpose they attended 85 gallerieswhich generated revenue
of 5.7 million u.s dollars this survey elaborate analysis of investment (exhibit 5 )most important factor of
involvement is decoration of home with rating 4.14, people dont prefer the place they can buy from
anywhere if product is valuable ,question9,10 tells people do not preffer artist and gallery there is no
loyality in it people just look for quality of work and they can pay for it,question 13 in exhibit 5 tell us that

people show more interest in top artists but it doesnot mean they will show loyalty if they will get the
better art they will buy from it.
5.
Are consumers diverse? Make an analysis of consumers demographics and its impact?
6.
In india consumer are diverse by following percentage art buyers are 15.9%,jewelery 13.8%
luxury travel 13.5% Indian people mostly love to invest into jewelery,gems and watches they are
restricted to tangible investment in india art scope in limited of Indian nationals in europen countrie there
is more scope of its sale ,in india mostly people who buy art are wealthy,passionate for status to
differinciate themselves from others most are industrialist men and women married people who
occusionly buy the art for decoration and gift purpose which give the chance to young artists who have
potential and newly entered in market according to google review art spending in india is annually rising
by 25% so it positively impacting the GDP of india .indian film industry in concerned for figureart in their
7.

movies in which different type of artography is demanded so on DHONUK its rising sale.
What would be your product portfolio for this site and your positioning strategy?
Overall, in order to set itself apart from its competitors, Dhonuk.com should position them as an
interactive website. We have a unique opportunity to enter the market at a time when there is such fast
growth in economic social class structure of India. The target market with the most potential they should
focus on is the occasional buyer from the middle class, No one is focusing enough on this segment of the
market so it offers a great chance for a company like Dhonuk.com to come in and increase their awareness
of art. It can accomplish this if they offer the valuable tools of information, interaction with experts and
convenience.

8.
9.

How would you identify your consumers? How would you differentiate yourself from
competitors?
We will identify our customers who will show interest in figurative and abstract online
because this is most preferred segment for us ,All other sites are just putting adds on site and bidding
prices are placed on it there is no concern more we will differentiate our self by providing them the
solution of their finding according to their financial ceiling by being convenient to them by providing the

10.
a.
11.

online live interaction there would a concerned to solve the issue by being more customized .
What strategy would you form in dealing with such consumers?
How should you introduce this website?
Develop a concept for your brand as well?

Exhibit1
years
2005
2006
2007
2008
2009
2010
Average

Percentage increase HNI

70000
83000/70000=118.57-100=18.57%
100015/70000=42.87%
123000/70000=175.71%-100%=75.71%
84000/70000=124.28-100=24.28%
128700/70000=183.85-100=83.85
245/6=40.83%

Exibit 5
It shows involvement variables by rating from top to less concerned
variables
Quality of art
Intention of buying in india
Artist goodwill
Buying

Rating
At top
Decoration
Is concerned for buying .
Least loyal to artist .