A

PROJECT REPORT
ON
THE PREFERENCE
FOR
IMITATION
JEWELLERY
IN PARIAL FULFILLMENT OF
REQUIRMENT FOR A RESEARCH
METHODOLOGY COURSE OF FOURTH
YEAR M.B.A. OF K.S. SCHOOL OF
BUSINESS MANAGEMENT FIVE YEARS
INTEGRATED PROGRAMME.

SUBMITTED TO: Prof. Kaushik Trivedi

SUBMITTED BY: 4129 Sajiya Mansuri
4143 Krishna Parmar
4153 Payal Patel
4176 Vaishali Solanki

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Acknowledgment

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 Our research study bears the imprints of many
people. We sincerely feel that we would not have been
able to conduct this research without help of our research
guide Mr.Kaushik Trivedi for providing us an
opportunity to be involved in practical study of research
methodology.

We are highly indebted to Mrs.Sarla Acchuthan the

director of K.S. School of Business Management who
gave us the golden opportunity of involving us in such a
research study.

We are grateful for our faculties, friends and other

people who are provided us contact support and have
given us feedback and encouragement to complement
this research study.

Thanks for all.

Reason for Selection of this Project

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 Now-a-days, lots of people are fond of TV serials.
Mostly females are crazy about daily sops. People
observe each and every moment of this daily sops with
interest. Females watch daily sops, talk daily sops, eat
daily sops. While watching TV serials people observe
what TV stars wear, how they talk, what they eat, etc.

This daily sops have significant influence on

purchasing habit of common people. Hence we have
selected one segment that is Imitation Jewellery for our
study.

We find common people demanding Parvati’s

Bracelets, Komolika’s Rings, Bani’s earrings, Prerna’s
Necklece. So our research study is based on this impact
of daily sops on purchasing habit of people for Imitation
Jewellery.

Executive Summery

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 Now-a-days, Imitation Jewellery can be a good
topic to be discussed upon. Considering the importance
of the jewellery on the overall personality of a person, we
conduced a project on one segment of jewellery i.e.
Imitation Jewellery.

Today women are crazy about Imitation Jewellery

because daily sops have significant influence on buying
behaviour of Imitation Jewellery buyers. People’s taste
and preferences change with the change in fashion which
is bought by daily sops.

We have conducted survey of 200 respondents in

order to know the effect of daily sops in the buying
behaviour of Imitation Jewellery. We have surveyed
more proportion of people who falls under age groups of
below 25 and 25-40, assuming that these age groups buy
more jewellery than any other age groups.

For the analysis of our research, we have considered

the method of “Simple Random Sampling”. From the
analysis, we have found that income level has significant
influence on preference of Imitation Jewellery and also,
income and events when Imitation Jewellery is purchased
are independent. People get to know about trends in
Imitation Jewellery mostly by daily sops.

Table of Content

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Sr. No. Particulars Page No.

1. Introduction to Research 8
2. Introduction to Imitation Jewellery 11
3. Questionnaire 15
4. Market Survey 18
5. Analysis of data 25
6. Testing of hypothesis 27
7. Limitations 31
8. Conclusion 33
9. Bibliography 35

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8
 What is Research?
According to C. R. Kothari, “A careful investigation
or inquiry specially through search for new facts in one
branch of knowledge”.

Research comprises defining and redefining

problems, formulating hypothesis or suggested solutions;
collecting, organising and evaluating data; making
deductions and reaching conclusion; and at last carefully
testing the conclusions to determine whether they fit the
formulating hypothesis.

In this project, research is done to know the

influence of daily sops on buying behaviour of Imitation
Jewellery buyers.

 Research Methodology:
Research Methodology is a way to systematically
solve the research problem. It may be understood as a
science of studying how research is done scientifically.

Research methodology is also useful in research

process activities.

Research methodology not only included in the

research methods but also consider the logic behind the
methods. We use in the content of our research study and
explain why we are using a particular method or
technique and why we are not using others so that

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research results are capable of being evaluated either by
the researcher himself or by others.
 Research Objective: Do daily sops the most
influencing factor for demand of Imitation
Jewellery?

 Sample Unit: Ahmedabad.

 Sample Size: 200

 Sampling Method: Simple Random

Sampling.

 Research Design: Descriptive.

 Hypothesis: HO= Daily sops influence the

demand of Imitation Jewellery.

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11
  Introduction to Imitation Jewellery:
Jewellery is every woman’s best friend and yet, whether
you agree or not her worst enemy. Why enemy? The answer is
simple; the price tag just makes her shun away the thought of
owning Jewellery. But then this is the case with expensive
Jewellery set in gold or real diamond. After all anything genuine
does come with a price tag. While real jewelry may not be
affordable, an absolutely wallet friendly option is Imitation
Jewellery. This is available in a wide range from junk Jewellery
to the gold- coated jewelry. It is far cheaper than anything
genuine. The gold coated or gold plated Jewellery look so real
that anyone would think you have paid a packet for it.

Not only gold, but also even diamonds are available in its
cheaper option called American Diamonds. These are actually
pieces of glass that are polished and cut in a way to give the
sheen and look of a diamond. American diamond Jewellery cost
less than half of what actually diamonds cost.

Genuine Jewellery has its limited wearabilty, which means

that what you pick up may not go with every outfit you own.
And because of its cost it is not possible to own a piece of
Jewellery to match up to your wardrobe. But with the option of
imitation Jewellery, you could possibly afford to own a piece
that could match with every dress you have. The range of
colours and styles span over a wide variety. In fact there are
designers who specialize in Imitation Jewellery. Right from
feathered earrings to ivory pendants, from glass bangles to
beaded anklets, it is probably available. In fact using your
imagination and artistic and craft skills you could create your
own range of Imitation Jewellery at home with beads and
strings.

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What is Imitation Jewellery?
Imitation Jewellery is the most easily accessible Jewellery
today. Other than the trend of real Jewellery, Imitation Jewellery
is fast catching up across fashion scene. The biggest advantage
of Imitation Jewellery is its cost. Earlier people use to consider
Imitation Jewellery as cheap Jewellery. But today it is
considered to be a great fashion style statement.

From celebrities to common person, Imitation

Jewellery is being liked by everyone. Cubic zirconia's is one
such type of Imitation Jewellery. Cubic zirconia's can be called
as Imitation Jewellery, because it is a replica of diamond
Jewellery. Other than this, imitation Jewellery also comes in the
form of gold and silver plated Jewellery. The main advantage of
Imitation Jewellery is; it can be worn in a casual form for
everyday use.

Imitation Jewellery is also called as costume Jewellery.

The most popular form of imitation Jewellery is made from
glass beads and artificial gems. Shell, wood, metal, crystals, and
plain beads are also used for imitation Jewellery. Other than this,
semi precious natural gem stone teamed up with silver coating
metal is a rage in Imitation Jewellery. Other form of Imitation
Jewellery also includes Indian ethnic Jewellery, which is famous
for its artificial Kundan Jewellery.

But the most accepted form of Imitation Jewellery is cubic

zirconia’s range of Imitation Jewellery. It includes earrings,
bracelets, pendants, and rings. The most fashionable design in
form of cubic zirconia’s Imitation jewellery is ear rings which
are the most casual form of Jewellery. Its appearance is so
beautiful; it looks exactly like real diamond earring. The only
disadvantage that the earring has is weight. The earring is
heavier that a normal diamond one. The earring comes with a

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metal finish. There is a rhodium shine on the earring, to make it
more durable.

Other forms of Imitation Jewellery include bangles,

necklaces, and bracelets. Nowadays Imitation Jewellery is also
made from plastic and synthetic stones. Imitation Jewellery
gives the advantage of cost and good looks. Cost wise it is one
of the most inexpensive form of Jewellery. And look wise it
gives the flashy appeal. Imitation Jewellery can be customized
in the form of gold over brass metal. But apart from all this, the
main apprehension of Imitation Jewellery is its shine. If a person
takes extra care of Imitation Jewellery, than it can never loose its
charm. Imitation Jewellery can be preserved longer by wiping it
with cloth after usage of the same. This is important, as our body
sweat damage the shine of Imitation Jewellery. Other than this,
never use a perfume on Imitation Jewellery, as it can fade away
the shine.

Imitation Jewellery gives immense satisfaction to buyer, as

it is replica of original Jewellery. And the price of Imitation
Jewellery is far more inexpensive than the original Jewellery.
Imitation Jewellery can also be re-polished in gold and silver,
and it can be replaced with bright stones.

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A Market Survey on Consumers’ Preference of
Imitation Jewellery
N.B. 1) Please tick (√) the boxes for “YES” and leave the boxes blank for “NO”
answer.
2) The information in the survey will be kept confidential and will be used
only for the purpose of study.

Name: ________________________________________

Gender:  Male  Female

Age Group:
 Below 25  25-40
 40-60  60 & above

Occupation:
 Student
 Housewife
 Service
 Professional
 Businessman
 Other ____________

Income Group (monthly):

 Below 10000 10000-20000
 20000-30000  30000 & above

 Do you use jewellery?

 Yes  NO
If yes then which types of jewellery do you use mostly?
 Gold
 Diamond

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  Imitation
If you use imitation jewellery then continue with Section-I
otherwise go to section-II
Section-I

1) Which factors affect your buying behaviour of Imitation

Jewellery? (Rank in order of preference)
 Low Price
 Attractive designs
 Fashion/Daily sops
 Vast varieties
2) How do you get to know about the trend in Imitation
Jewellery?
 Daily sops
 Friends & Relatives
 Retailers
3) When do you prefer to use Imitation Jewellery mostly?
 Festival
 Family Functions
 Other specify _______________
4) Which types of jewellery do you like most from daily
sops?
 Necklace
 Earrings
 Bracelets
 Rings
 Bangles

Section-II

1) Why do you prefer original jewellery over Imitation

Jewellery?
 Status symbol
 Quality
 Other specify _______________

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THANK YOU FOR YOUR CO-OPERATION

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 1)
Gender

180
80%
160
140
120
100
80
60
20%
40
20
0
male female

Gender Total
Male 40
Female 160

2)
Age group

90
40%
80
35%
70

60

50
20%
40

30

20
5%
10

0
below 25 25-40 40-60 60 & above

Age Group Total

Below 25 80
25-40 70
40-60 40

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 60 & above 10

3)
Occupation

100
45%
90
80
70
30%
60
50
40
30
10%
20 8% 7%
10
0
Student House wife professional Service Businessman

Occupation Total
Student 60
House wife 90
professional 16
Service 20
Businessman 14

4)
Income group

100
43%
90
80 38%
70
60
50
40
30 13%
20 6%
10
0
below 10000 10000-20000 20000-30000 30000-& above

Income Group Total

below 10000 76
10000-20000 86
20000-30000 26
30000-& above 12

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 5)
Do you use Jewellary?

200
92%
180
160
140
120
100
80
60
40
8%
20
0
YES NO

Do you use jewellery? Total

YES 184
NO 16

6)
Preferance of different types of Jewellary

120
53%
100
42%
80

60

40

20
5%
0
Gold & silver Real Diamond Imitation

Types of Jewellery Total

Gold & silver 77
Real Diamond 9
Imitation 98

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7)
Factors affecting buying behavior of Imitation Jewellery

50
45%
45
40
35
30
25 22%
20
17% 16%
15
10
5
0
Low price Fashion/Daily sops Attractive Designs Vast varities

Factors affecting
buying behaviour Total
Low price 22
Fashion/Daily sops 44
Attractive Designs 17
Vast varieties 15

8)
Sources of awareness about the trend

45 43%
40
35
29% 28%
30
25
20
15
10
5
0
Daily sops Friends & relatives Retailers

Sources Total
Daily sops 42
Friends &
relatives 28
Retailers 28

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9)
Events

60
57%
50

40
35%
30

20

10 8%

0
Festival Femily function Othrer

Events Total
Festival 56
Family function 34
Other 8

10)
Types of jewellery liked from daily sops

40
35 36%

30
25%
25
20
18%
13%
15
8%
10
5
0
Necklace Earring Bracelets Rings Bengles

Types Total
Necklace 25
Earring 35
Bracelets 13
Rings 17
Bangles 8

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11)
Preferance of Original Jewellery

40
42% 40%
35

30
25

20
18%
15
10

5
0
Status symbol Quality Other

Preference Total
Status symbol 36
Quality 34
Other 16

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 Analysis of data:

1) Out of 200 respondents surveyed, 160 are female

and 40 are male.
2) Out of the total respondents surveyed, maximum
numbers of people fall between the age group
of below 25 and 25-40 i.e. 75%.
3) Our survey shows that Imitation Jewellery is the
most preferred jewellery among the
respondents whereas Gold occupies the second
position.
4) Out of the total respondents surveyed, the maximum
numbers of people fall between the income
group below 10000 and 10000-20000 i.e. 81%.
5) Out of the total respondents surveyed, 36% of them
prefer to purchase earrings, while the second
preference is given to necklace.
6) We found out that people mostly prefer to use
Imitation Jewellery in Festivals and they get to
know about the trend in Imitation Jewellery
mostly by Daily sops i.e. 43%.
7) 36 respondents prefer Golden Jewellery and Real
Diamond Jewellery mostly for status
symbol. 34 respondents prefer Original Jewellery
for its quality whereas 16 have given reason like
this Original Jewellery can be used as a wealth in
their remaining life.

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 1) χ² Test:
Ho: Income is independent to the preference of
Jewellery.
Imitation
Income Group Gold Diamond Jewellery Total

O
Below 10000 i 21 1 47 69
Ei 28.88 3.38 36.75
O
10000-20000 i 38 2 40 80
Ei 33.48 3.91 42.61
O
20000-30000 i 13 3 9 25
Ei 10.46 1.22 13.32
O
30000 & above i 5 3 2 10
Ei 4.18 0.49 5.32
Total 77 9 98 184

Ei = 69*77/184
= 2.15

χ² = Σ (Oi-Ei)
Ei
= 2.15+1.68+2.86+0.61+0.93+0.16+0.62+2.60
+1.40+0.16+12.86+2.07
=28.10
D.F. = (r-1) (c-1)
= (4-1) (3-1)
=6

χ²tab = 12.59 @5% level of significance.

Here, χ²cal > χ²tab. So Ho is rejected. Therefore, income

and preference of Jewelleries is dependent that means

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income level has significant influence on preference of
jewelleries.

2) χ² Test:
Ho: Income and events on which Imitation Jewellery is
purchased are independent.
Family
Income Group Festivals Functions Other Total

O
Below 10000 i 21 14 4 39
Ei 22.29 13.53 3.18
O
10000-20000 i 27 15 2 44
Ei 25.14 15.27 3.59
O
20000-30000 i 6 3 1 10
Ei 5.71 3.47 0.82
O
30000 & above i 2 2 1 5
Ei 2.86 1.73 0.41
Total 56 34 8 98

Ei = 39*56/98
= 22.29

χ² = Σ (Oi-Ei)
Ei
= 0.07+0.02+0.21+0.14+0.005+0.70+0.015+0.06
+0.04+0.25+0.04+0.85
=2.40

D.F. = (r-1) (c-1)

= (4-1) (3-1)
=6

χ²tab = 12.59 @5% level of significance.

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Here, χ²cal < χ²tab. So Ho is accepted. Therefore, income
and events on which Imitation Jewellery is purchased are
independent in other words; income level does not have
significant influence on events when imitation jewellery
is purchased.
3) Z Test:
Ho: p=0.50 (50% people get to know about the trend in
Imitation Jewellery by daily sops)
H1: p<0.50 (less than 50% people get to know about the
trend in Imitation Jewellery by daily sops)

p=42/98 = 0.429

Z= p-P
√p*q/n
= 0.429-0.50
√0.429*0.571/98
= -0.071
√0.245/98
= -0.071
0.05
= -1.42

Ztab = -1.645 @5% level of significance

Zcal is -1.42 which is in the accepted region and as such

Ho is accepted at 5% level of significance.

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 Scope and Limitation of the research
The research is guided by logical reasoning and it is
structured with the steps that go in accordance with the
well defined set of rules.

Although the research is systematic, but as such it

was restricted to Ahmedabad city only and the no. of
respondents whose views were considered was meager
and may not be the true representative of the population
as a whole. This could be considered a limitation as
buying behaviour of different people could be different;
this makes the analysis a bit narrow but, is otherwise
systematic and follows the steps which are valid and
genuine.

Though at the time of preparing the project almost all

care is taken and there is hardly any corner for margin of
error. Still unavoidability weaknesses are inevitable
mainly due to shortage of time and resources.

Following is a list of limitations we have confronted

while operating on the research:
1) The sample size is limited to 200 only which is too
small to represent whole population.
2) Due to time and cost constraint, we could cover only
Ahmedabad city only for our survey.

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3) During the survey some of the respondents showed
lack of interest in giving requisite information.
4) Taste and preferences of people are keeps on
changing.

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  Conclusion:
Finally, we would like to conclude our project on
the ground that, through this research we have been able
to explore deeper insights into the topic and have been
able to extract the essential elements that are to be taken
care while concluding a research.

We come up with the following conclusions:

1) People mostly prefer imitation jewellery as compared
to the original jewellery that is Golden jewellery and
Real Diamond jewellery.

2) Original jewellery is mostly preferred by higher

income groups.

3) Most of the people prefer imitation jewellery because

It is affordable and available in latest fashion and
varieties.

4) Younger people mostly prefer imitation jewellery.

5) There is significant relationship between income

level and preference of various types of jewelleries and
significant relationship as per Chi-square test.

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6) There is no significant relationship between income
level and events at which imitation jewellery is
purchased as per Chi-square test.

7) People get to know about fashion and trends in

imitation jewellery mostly by Daily sops as per Z-test.

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 Bibliography

Research Methodology by C.R. Kothari

Statistics for Management by Levin & Rubin.

Webography

 www.google.com

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