PES COLLEGE OF BUSINESS MANAGEMENT

(100.ft Ring Rd,BSK III Stage,BENGALURU 85)

A RESEARCH REPORT ON TANISQ

“ Buying behaviour of gold with regards to Tanisq ”

SANTHOSH.H.S

USN : 0 8 B M C 0 8 1 1 1
 ACKNOWLEDGEMENT

I would like to thank Mr. Venugopal Naidu, head of the department of PES
College of Business Management, for his support throughout the course.

It is indeed a great pleasure to express my profound and sincere gratitude to

Ms Priya , faculty of PES College, for her valuable guidance in this
endeavor. She has been a constant source of inspiration and I sincerely
thank her for her suggestions and help in preparing this project report.

I am immensely thankful to all my respondents and friends who have helped

me in completing this project successfully.

Reg no : 08BMC08111
Date : 06-09-2010
Name : SANTHOSH.H.S

2
 DECLARATION

I hear by declare that this project report on “TANISQ” submitted in partial

fullfillment of the accademic requirement of BU. I have given my sincere efforts
to do the project. Under the guidance of Ms Priya.

I further declare that the findings and conclusions in this report is based on
information collected by me and the field work done by me.

REG.NO:08BMC08111
PLACE :BENGALURU
DATE :06-09-2010
SL No CONTENTS PAGE No
1 INTRODUCTION 1-3
Tanishq profile
2 ABOUT THE RESEARCH 4
 Purpose Of The Research
 Problem Of The Research
 Objective Of The Research
 Limitations Of The Research
 Significance Of The Research

3 SAMPLE 5
Sampling Frame
Sampling Unit
Sample Size
Sample Size Selection

4 RESEARCH METHODOLOGY 6-10

Research Tools
Exploratory Research
Questionnaire Survey
Descriptive Research

5 Detailed Findings 11-19

6 Recommendation & Conclusion 20

7 Bibliography 21
A RESEARCH REPORT ON TANISQ
“ Buying behaviour of gold with regards
to Tanisq ”
 INTRODUCTION

TANISHQ PROFILE
 
Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil
Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch
industry.
Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully
integrated Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to
manufacture four tonnes of gold in a year. Titan launched these products under the brand
name of Tanishq, in 1995. The name Tanishq, a blend of two words, 'tan' (body) and
'ishq' (love), was coined by Xerxes Desai, the Vice-Chairman and Managing Director of
Titan.
To change its image from a watch manufacturer to a fashion accessories manufacturer,
Titan was renamed Titan Industries Ltd. in 1995. Titan scaled the capacity of its Hosur
plant to 4.18 million units in 1996 to meet the domestic and international demand. From
the late 1990s, Titan's commitment to the jewellery business increased.
When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs 40,000
crore was mostly unorganized, with around 3.5 lakh players. Before 1992, only the Metal
and Mineral Trading Corporation and the State Bank of India were allowed to import
gold. In 1992, as part of economic liberalization, the government abolished the Gold
Control Act of 1962, allowing free import of gold. In 1993, private companies were
allowed to enter the hitherto restricted gold and diamond mining industry. Foreign
investors were allowed to hold up to 50% equity in mining ventures.

25000
Growth of Tanishq

20000

Revenue
15000 in million
Rupees
10000

5000

0 1
2000 2001 2002 2003 2004 2005 2006 2007 2008
SWOT ANALYSIS

STRENGTH OPPORTUNITIES
 Purity (karat meter)  Global markets
 Distribution network and retailing  Low cost jewellery
store  Customized jewellery designs
 Award winning designs  Concentrate on Gen-X by having
 Diversity in jewellery trendy jewellery
gold/diamond/platinum  Expand retail stores
 Competitive prices
WEAKNESS THREATS
 Capture Rs 70,000-crore  Competition
 Escalated gold costs lower margins  Lack of Skilled workers
 Gold not seen as s source of
investment. (Luxury is needed).

STRENGTH
Purity of jwellrey through karat meter is still the sign of total purity.
Distribution network and retailing store are in place for the company with
130 stores countrywide. Mind boggling/award winning designs have come
for the company. Diversity in jewellery gold/diamond/platinum enhances
the product range of the company. We also have competitive prices for
the entire product ranges as compared to the competitors.

WEAKNESS
Capture Rs 70,000-crore Indian jewellery market. Tanishq comprises a
small share of the overall Rs 70,000-crore Indian jewellery market and
hence it needs to increase its market share in this huge industry. Escalated
gold costs has caused lower margins is to push sales as much as possible.

2
OPPORTUNITIES
Global markets like USA needs to be looked at. Low cost and easy to
wear jewellery should be further promoted. Customized jewellery designs
should provided to the customers. Concentrate on Gen-X by having
trendy jewellery. Expand retail stores in India to further increase reach.

THREATS
Competition from local jewellers all over India. Lack of Skilled workers
in jewellery industry. Gold is no longer seen as source of investment.
People are more concerned about design and luxury.

Three Major Products Of Tanishq In GOLD

•Zoya
Secrets of the Egyptian pharaohs masked with the mystery of the comos; Oriental art
embellished with occidental architecture
•Fashion Earrings
•The Fashion earring collection; has a ranged of over 300 exclusive designs
•Wedding Collection
•The bride blushes

3
 ABOUT THE RESEARCH

THE PURPOSE OF THE RESEARCH

The basic purpose of this research is to find the buying behaviour of people of
bangalore towards gold.

PROBLEM
 To find out problem is the first stage of the research process. It represents translating
the management problem into research problem. It is right said, “A problem well
defined is half – solved.”
 Tanishq is one of the store who provides branded gold & have brand name.
Inspite of product quality , services tanishq provides why do still prefer buying gold
from local retailers.
OBJECTIVES
The objectives of the study are as follows:
•The objective of study was to find the actual reason why people are not going to
Tanishq
•To find what they like & dislike about Tanishq.
•On the basis of in depth interview we got 6 criteria in which we could measure the
attitude of people towards Tanishq.

LIMITATIONS
•The survey was conducted within the limited time frame; so few shortcoming may be
expected.
•The respondent’s personal bias may be another factor, which is uncontrollable.
•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.
•It was very difficult to explain the respondents about how to fill the questionnaire & it
took time for data collection.

HYPOTHESIS
•Price does not affect the buying of gold.
•Quality of gold does not effect the buying of gold
•Service does not effect the buying of gold
•Pattern does not effect buying of gold
•Location of store does not effect buying behavior of gold.
•Ambiance of store effect buying behavior of gold. 4
VIEW ABOUT THE TOPIC
SAMPLE

Sampling Frame:
A Sampling frame consists of a list of item from which the sample is to be drawn.
The sample frame for this research constitutes all the customers who have visited
Tanishq store for purchasing gold.

Sampling Unit:
A decision has to be taken concerning a sampling unit before selecting sample
sampling unit may be a geographical one, a construction unit, a social unit or it may be
an individual.
The sample unit for this research constitutes the organization that is Tanishq only
dealer in Bangalore

Sample Size:
The sample size of our research was 150 but only 121 people have visited tanishq
store.

Sample Size Selection:

sample size was selected on the basis of the 3 factors.
•It was difficult to locate the customer who have visited to tanishq.
•The respondents were not much educated so it was difficult to make them
understand about the questionnaire.
•People were not easily available outside Tanishq.

5
 RESEARCH METHODOLOGY
Research Tools:
The research tool used for this research is

PRIMARY DATA
In primary data the following research design is being followed:
1. Exploratory Research:
Questionnaire Survey (Sample Size – 150)

2. Descriptive Research:
On the basis of the questionnaire survey, the analysis is done in order to
find out the reason why people are not visiting Tanishq

I have used 2 types of reaserch design they are

a) Exploratory research
b) Descriptive research

Exploratary research because we were not knowing the actual problem faced by
tanishq. So for that we did an Indepth interview of 3 person to find what are the major
findings & difficulties are faced by them.
We did Interview of

•Mr Bhaskar who is the senior sales manger of tanishq of south Bangalore region.
In the interview we asked him diifrent question regarding the sales & their way of
operation & different aspects about tanishq
From the answers given by Mr Bhaskar we found that major reason why people are
not turning out towards Tanishq is because of Price a bit higher & pattern availability
in tanishq . he also told us the major reason why people are coming to tanishq is the
quality of gold & services provided by them. He also said that people who loves the
ambiance of store may affect the buying decision.
Then we interviewed Mr Azad the owner of Payal jwellers of bangalore town & we
asked him the same questions what we asked Mr. Bhaskar.
We found that
a) Major people who buy gold from there are their regular customers from long
time
b) The people have trust on the purity of gold
c) He also said that people are having bad experience of going to tanishq as the 6
price of gold is more than what they are paying to normal retailers.
d) He also said that people of Bangalore are more price councius & not quality
concius.
e) He also said that patterns which are available with them are the same or much
more compared to tanishq people.

From the detailed interview of these 2 people we thought that major reasons which
can effect the purchase decision of people buying gold are
•Price
•Quality
•Service
•Availability of pattern
•Proximity to market
•Ambiance of store

7
Questionnaire
Dear Sir/Madam
We are the students of 3nd Year BBM Course of PES. As a part of our research study
we are conducting a survey regarding the perception of people regarding the purchase
of gold from different organized & Un organized Retailers.
Guidelines for filling the form:-
•Please check the box wherever required.
•Only 1 check per question.
Q 1 ) Name:-________________________________________________________

Q 2) Gender - male female

Q 3) Age :- _________________

Q 4) Occupation: - Service Business Others

Others:-__________________________

Q.5) Monthly average INCOME?

5000-10000 10000-20000

20000-30000 30000 & above

Q 6) how often you visit jewellery store?

Once a month once a
year

On Occasion

Q 7) You Buy jewellery from

Place Store Name

JAYANAGAR ___________________

RAJAJINAGAR ___________________

KORMANGALA ___________________ 8
Q 8) do you buy jewellery from same store every time ?
Yes No
If Yes/No
Why?___________________________________________________________

Q 9 ) Rate your jewellery store from 1 to 5

where 1 is the WORST & 5 is the BEST
 Product are worth price you pay ?
 Purity & quality of gold ?
 The service you get in the store ?
 The Number of patterns available ?
 Proximity to market ?
 Ambiance of Store ?

Q 10) Are You aware about tanishq showroom opened in BANGALORE?

Yes No

Q 11) How did you come to know about Tanishq?

TV News Paper Hoardings

Pamphlets Friends/relatives Others

Q 12) Have you visited Tanishq Store?

Yes No

Q 13) Rate Tanishq On flowing Criteria Given below

Particular V.Good Good Average Bad V.bad
a) Price
a) Purity & Quality of Gold
a) Service Offered
a) Patterns Available
a) Location of Store
a) Ambiance of store
9
Q 14) During Re-Purchase you often go to Tanishq?
Yes No

Q 15) Would you recommend others for Buying Tanishq Products?

Yes No
Q 16) Rate tanishq on over all basis?
Particular V.Good Good Average Bad V.bad
Tanishq As a Store

Thank You

10
 DETAILED FINDINGS

Over All Sample size

Sample Size

19%

Visited
Not visited

81%

The sample was 150 but out of which 29 people dint went to Tanishq for buying of
gold. So our sample size came to 121.

Segmentation According to Gender

male; 56 male
female; 65 female

Out of 121 there were 65 female that constitute 54% of total sample & rest are male
they are 56 which contributes 46% of total sample.
11
Annual income of Respondents

5000-10000

10000-20000

20000-30000

30000 & Above

The respondents average income lies from 5000 to 30000 & above so respondents
were
•5000 – 10000 = 6
•10000 – 20000 = 11
•20000 – 30000 = 18
•30000 & above = 86

People who said they visit Tanishq & again goes for repurchase

Yes; 28

No; 93

The above charts gives us the detail of people who visits Tanishq for repurchase.

12
 Buying behaviour of gold Hypothesis Testing
X2 = ∑ (o-e)2/ e
•Price does not affect the buying of gold.
Price
Particular 1 2 3 4 5 Total

1 3 12 11 4 0 30

2 8 15 31 12 0 66

3 1 0 6 7 4 18

4 0 0 1 1 2 4

5 0 0 0 1 2 3

Total 12 27 49 25 8 121
Observed expected o-e 2(o-e) 2(o-e)/e
3 2.97 0.03 0.0009 0.000303
12 6.69 5.31 28.1961 4.214664
11 12.14 -1.14 1.2996 0.107051
4 6.19 -2.19 4.7961 0.774814
0 1.98 -1.98 3.9204 1.98
8 6.54 1.46 2.1316 0.325933
15 14.72 0.28 0.0784 0.005326
31 26.2 4.8 23.04 0.879389
12 13.63 -1.63 2.6569 0.19493
0 4.36 -4.36 19.0096 4.36
1 1.78 -0.78 0.6084 0.341798
0 4.01 -4.01 16.0801 4.01
6 7.28 -1.28 1.6384 0.225055
7 3.71 3.29 10.8241 2.917547
4 1.19 2.81 7.8961 6.635378
0 0.39 -0.39 0.1521 0.39
0 0.89 -0.89 0.7921 0.89
1 1.61 -0.61 0.3721 0.231118
1 0.82 0.18 0.0324 0.039512
2 0.26 1.74 3.0276 11.64462
0 0.29 -0.29 0.0841 0.29
0 0.66 -0.66 0.4356 0.66
0 1.21 -1.21 1.4641 1.21
1 0.61 0.39 0.1521 0.249344
2 0.19 1.81 3.2761 17.24263
Total 59.8194

The hypothesis of these question is that the price does not effect the buying behavior of
consumer that is Ho. So from the calculation we got the value of H0 as 59.8149
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
13
The value for the 16 is 26.3
So Ho>H1 so hypothesis is rejected.
 •Quality of gold does not effect the buying of gold

Quality
Particular 1 2 3 4 5 total
1 3 2 2 0 0 7
2 1 4 5 2 0 12
3 2 10 20 11 3 46
4 6 9 18 8 5 46
5 0 2 4 4 0 10
Total 12 27 49 25 8 121

Observed expected o-e 2(o-e) 2(o-e)/e

3 0.69 2.31 5.3361 7.733478
2 1.56 0.44 0.1936 0.124103
2 2.83 -0.83 0.6889 0.243428
0 1.44 -1.44 2.0736 1.44
0 0.46 -0.46 0.2116 0.46
1 1.19 -0.19 0.0361 0.030336
4 2.67 1.33 1.7689 0.662509
5 4.85 0.15 0.0225 0.004639
2 2.47 -0.47 0.2209 0.089433
0 0.79 -0.79 0.6241 0.79
2 4.56 -2.56 6.5536 1.437193
10 10.26 -0.26 0.0676 0.006589
20 18.62 1.38 1.9044 0.102277
11 9.5 1.5 2.25 0.236842
3 3.04 -0.04 0.0016 0.000526
6 4.56 1.44 2.0736 0.454737
9 10.26 -1.26 1.5876 0.154737
18 18.62 -0.62 0.3844 0.020644
8 9.5 -1.5 2.25 0.236842
5 3.04 1.96 3.8416 1.263684
0 0.99 -0.99 0.9801 0.99
2 2.23 -0.23 0.0529 0.023722
4 4.04 -0.04 0.0016 0.000396
4 2.06 1.94 3.7636 1.82699
0 0.66 -0.66 0.4356 0.66
Total 18.99311

The hypothesis of these question is that the Quality does not effect the buying behavior of
consumer that is Ho.
So from the calculation we got the value of H0 as 18.99311
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
The value for the 16 is 26.3
So Ho<H1 so hypothesis is accepted.
So Quality does matter in buying gold. 14
•Service does not affect buying behavior of consumer.
Particular 1 2 3 4 5 total
1 0 0 1 0 0 1
2 1 0 0 0 0 1
3 1 6 5 8 1 21
4 6 15 33 10 6 70
5 4 6 10 7 1 28
Total 12 27 49 25 8 121

Service
Observed expected o-e 2(o-e) 2(o-e)/e
0 0.09 -0.09 0.0081 0.09
0 0.22 -0.22 0.0484 0.22
1 0.4 0.6 0.36 0.9
0 0.2 -0.2 0.04 0.2
0 0.06 -0.06 0.0036 0.06
1 0.09 0.91 0.8281 9.201111
0 0.22 -0.22 0.0484 0.22
0 0.4 -0.4 0.16 0.4
0 0.2 -0.2 0.04 0.2
0 0.06 -0.06 0.0036 0.06
1 2.08 -1.08 1.1664 0.560769
6 4.68 1.32 1.7424 0.372308
5 8.5 -3.5 12.25 1.441176
8 4.33 3.67 13.4689 3.1106
1 1.3 -0.3 0.09 0.069231
6 6.94 -0.94 0.8836 0.12732
15 15.62 -0.62 0.3844 0.024609
33 18.35 14.65 214.6225 11.69605
10 14.46 -4.46 19.8916 1.375629
6 4.63 1.37 1.8769 0.405378
4 2.78 1.22 1.4884 0.535396
6 6.25 -0.25 0.0625 0.01
10 11.34 -1.34 1.7956 0.158342
7 5.79 1.21 1.4641 0.252867
1 1.85 -0.85 0.7225 0.390541
32.08133

The hypothesis of these question is that the service does not effect the buying behavior of
consumer that is Ho.
So from the calculation we got the value of H0 as 32.0813
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
The value for the 16 is 26.3
So Ho>H1 so hypothesis is rejected.
So service does matter in buying gold. 15
 Pattern does not effect effect buying behavior of consumers.
Particular 1 2 3 4 5 total
1 0 2 4 0 0 6
2 5 7 16 8 3 39
3 3 11 16 7 2 39
4 3 6 4 6 1 20
5 1 1 9 4 1 17
Total 13 27 49 25 7 121

PATTERN
Observed expected o-e 2(o-e) 2(o-e)/e
0 0.65 -0.65 0.4225 0.65
2 1.34 0.66 0.4356 0.325075
4 0.45 3.55 12.6025 28.00556
0 1.25 -1.25 1.5625 1.25
0 0.35 -0.35 0.1225 0.35
5 4.19 0.81 0.6561 0.156587
7 8.7 -1.7 2.89 0.332184
16 2.9 13.1 171.61 59.17586
8 8.06 -0.06 0.0036 0.000447
3 2.26 0.74 0.5476 0.242301
3 4.19 -1.19 1.4161 0.337971
11 8.7 2.3 5.29 0.608046
16 2.9 13.1 171.61 59.17586
7 8.06 -1.06 1.1236 0.139404
2 2.26 -0.26 0.0676 0.029912
3 2.15 0.85 0.7225 0.336047
6 4.46 1.54 2.3716 0.531749
4 1.49 2.51 6.3001 4.228255
6 4.13 1.87 3.4969 0.846707
1 1.16 -0.16 0.0256 0.022069
2 1.83 0.17 0.0289 0.015792
1 3.79 -2.79 7.7841 2.053852
9 1.26 7.74 59.9076 47.54571
4 3.51 0.49 0.2401 0.068405
1 0.98 0.02 0.0004 0.000408
206.4282

•Pattern does not effect buying behavior of gold.

The hypothesis of these question is that the pattern does not effect the buying behavior of
consumer that is Ho.
So from the calculation we got the value of H0 206.4282
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
The value for the 16 is 26.3
So Ho>H1 so hypothesis is rejected.
So it has been analyzed that Tanishq has good variety of pattern. 16
 •Proximity does not affect buying of gold.

Particular 1 2 3 4 5 total
1 2 0 6 2 0 10
2 2 2 3 0 1 8
3 4 6 18 8 4 40
4 3 7 14 9 1 34
5 1 12 8 6 2 29
Total 12 27 49 25 8 121

Proximity
Observed expected o-e 2(o-e) 2(o-e)/e
2 0.99 1.01 1.0201 1.030404
0 2.23 -2.23 4.9729 2.23
6 3.88 2.12 4.4944 1.158351
2 2.07 -0.07 0.0049 0.002367
0 0.67 -0.67 0.4489 0.67
2 0.79 1.21 1.4641 1.853291
2 0.79 1.21 1.4641 1.853291
3 3.11 -0.11 0.0121 0.003891
0 1.65 -1.65 2.7225 1.65
1 0.53 0.47 0.2209 0.416792
4 3.97 0.03 0.0009 0.000227
6 8.93 -2.93 8.5849 0.961355
18 15.54 2.46 6.0516 0.389421
8 8.27 -0.27 0.0729 0.008815
4 2.64 1.36 1.8496 0.700606
3 3.37 -0.37 0.1369 0.040623
7 7.59 -0.59 0.3481 0.045863
14 13.21 0.79 0.6241 0.047245
9 7.02 1.98 3.9204 0.558462
1 2.25 -1.25 1.5625 0.694444
1 2.88 -1.88 3.5344 1.227222
12 6.47 5.53 30.5809 4.726569
8 11.26 -3.26 10.6276 0.943837
6 5.99 0.01 1E-04 1.67E-05
2 1.92 0.08 0.0064 0.003333
Total 21.21642

The hypothesis of these question is that the proximity does not effect the buying behavior of
consumer that is Ho.
So from the calculation we got the value of H0 as 21.21
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
The value for the 16 is 26.3
So Ho<H1 so hypothesis is accepted. 17
 •Ambiance does not affect buying behavior of gold.

Particular 1 2 3 4 5 total
1 1 1 0 4 1 7
2 0 2 6 2 0 10
3 5 6 11 6 2 30
4 3 9 17 8 11 38
5 4 9 14 5 4 36
Total 13 27 48 25 8 121

Observed Expected o-e 2(o-e) 2(o-e)/e

1 0.75 0.25 0.0625 0.083333
1 1.56 -0.56 0.3136 0.201026
0 2.78 -2.78 7.7284 2.78
4 1.45 2.55 6.5025 4.484483
1 0.46 0.54 0.2916 0.633913
0 1.07 -1.07 1.1449 1.07
2 2.23 -0.23 0.0529 0.023722
6 3.97 2.03 4.1209 1.03801
2 2.07 -0.07 0.0049 0.002367
0 0.66 -0.66 0.4356 0.66
5 3.22 1.78 3.1684 0.983975
6 6.69 -0.69 0.4761 0.071166
11 11.9 -0.9 0.81 0.068067
6 6.2 -0.2 0.04 0.006452
2 1.98 0.02 0.0004 0.000202
3 4.08 -1.08 1.1664 0.285882
9 8.48 0.52 0.2704 0.031887
17 15.07 1.93 3.7249 0.247173
8 7.85 0.15 0.0225 0.002866
1 2.51 -1.51 2.2801 0.908406
4 3.87 0.13 0.0169 0.004367
9 8.03 0.97 0.9409 0.117173
14 14.28 -0.28 0.0784 0.00549
5 7.44 -2.44 5.9536 0.800215
4 2.38 1.62 2.6244 1.102689
Total 15.61287

The hypothesis of these question is that the proximity does not effect the buying behavior of
consumer that is Ho.
So from the calculation we got the value of H0 as 15.61
So when compared to tabulated value of the number that is (r-1)*(c-1) gives us the tabulated
value so for my question (5-1)*(5-1) = 16 is the degree of freedom.
The value for the 16 is 26.3
So Ho<H1 so hypothesis is accepted. 18
 FINDINGS
On the basis of chi-square test the relation between the variables are significant &
few are not significant.
Variables which were significant in the research & which affects the buying behavior
of gold are
•Because of price people are not visiting Tanishq.
•People are happy with the quality of Tanishq & they go to Tanishq only because the
purity & quality of gold.
•The people also visit Tanishq because they provide better services then the other
retailers.
•The pattern are also major factor because of which people does not prefer Tanishq.
•The people says that the location of store is not affecting them to visit Tanishq.
•People are not affected by the ambiance of store
From these we can conclude that people are more sencisitve towards price , Quality
& availability of pattern. If they find these 3 things ok & they fill that this is what
they wanted they will buy from there only.
For people of Bangalore ambiance , proximity to market & service are less
important.

19
 Recommendation
&
Conclusion

CONCLUSION

People are more price conscious & they feel that the price in Tanishq are more than
what the normal retailers have. They also feel that the quality they get is much higher
than the quality what the normal retailers give. They also found that the patterns
available are lesser than what they get in the normal retail store. They also are service
oriented so they are more attracted because of service they get. People are not affected
with the ambiance of the shop.

RECOMMENDATION

We would recommend Tanishq following things

•The making charge is affecting their sales so they should cut down their prices.
•The patterns are comparative less so they should provide more number of patterns &
also should increase their market share by bringing more innovative scheme & loyalty
programs.
•People are more service conscious so they can target young business man & young
professional as they are now more in investing money in gold.
•Gold price are increasing day by day so they should increase their sales by selling
biscuits of gold rather than selling more of ornaments.

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 Bibliography
Tanishq Website
Tanishq Outlet
Marketing Research Text Book

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