Marketing strategies of retail jewellers in tamilnadu

Abstract

The present study focuses on the marketing strategies of retail jewellers in Tamilnadu. The newlinepresent study makes an attempt to present comprehensive information and data on newlinemarketing strategies of retail jewellers in the five southern districts of Tamilnadu, namely, newlineVirudhunagar, Thoothukudi, Madurai, Tirunelveli and Kanyakumari. It also aims at newlinegenerating data and information on the existing channels of distribution in jewellery newlineindustry, marketing strategies that is product strategies, pricing strategies, promotion newlinestrategies and placement strategies adopted by jewellery retailers, their problems and newlineprospects. This study also analyse the Strength, Weaknesses, Opportunities and Threats newline(SWOT) of retail jewellery in the study area. For this purpose the primary data were newlinecollected from jewellery retailers involved in jewellery trade. Secondary data were also newlinecollected in respect of the history of Indian jewellery, jewellery in various Indian states newlineand Tamilnadu, production, demand, price, export and import of gold. Secondary data was newlineobtained from various jewellery books, magazines, newspapers, annual reports of newlinejewellery companies and websites. Stratified random sampling is used. The sample newlinerespondents were randomly selected. For the present study, the sample size of 500 newlinejewellery retailers were surveyed and 100 retailers were contacted in each of the five newlinedistricts. The thesis of the present study is presented in six chapters. Retail jewellers in the newlinesouthern districts of Tamilnadu should increase the demand for the traditional jewellery by newlinemodernizing its designs without losing its traditional value. Even though the consumers newlinehave favourable attitude towards the credibility of the jeweller, compulsory quality newlinecertification of gold jewellery must be introduced to standardize the quality of jewellery. newlineJewellery marts should from reasonable making charges as per the type and design of the newlineornament. They should also follow government norms in claiming wastage from newlineconsumers. Consumers should not be exploited in th