Branded Jewellery Market Research Questionnaire

Branded Jewellery Market Research Questionnaire Objective - To understand the behavior pattern and preference of consumers towards branded jewellery. Target Audience: Upper middle class, married women in the age group of 30-45 years residing in urban areas. Name: _____________________ Age: _____________________ Sex: _______________________ Marital Status: _______________ Contact Info: _________________ Kindly answer the following questions: 1. Do you wear jewellery?? Y/N 2. How many times in a day do you change jewellery? 2. How frequently do you purchase jewellery (on an average)? a. Once a month b. Once every six months c. Once a year d. Only on special occasions e. Other pleases specify, ________________ 3. When (i.e. on what occasions) do you wear jewellery? a. Daily b. Others specify ___________ 4. You mostly purchase jewelry as/ for? a. As a gift b. For personal use c. Other specify, _____________ 5.

What jewelry items/ pieces do you generally purchase? a. Ring b. Necklace c. Bracelet d. Earring e. Others, Specify______ 6. Are you an out-going person? Or you call people home? ______________ 7. Do you prefer any specific designer/brand/jeweller? 8. What is your preference of stones in jewellery you purchase?

9. What material/ metal do you prefer most? a. Gold b. Platinum c. Silver d. Others, Please specify_____ 10. When buying jewellery, what do you value the most? a. Craftsmanship b. Cost c. Uniqueness d. Other 11. When choosing a store to shop for jewelry and/or watches, how important are these Factors, using a scale where 1=Very Important to 5-Not Important a. Helpfulness of Staff/Attention to My Needs b. Convenience of Store c. Quality of Merchandise d. Brands Carried e. Wide Selection of Merchandise f. Good Prices for Merchandise g. Knowledge of Sales Staff/Information Provided h. Trust in the Store j. Pleasant environment for shopping 12. Do you buy jewellery for gifting purpose? Yes/ No 13. Have you bought any branded jewellery? Yes/ No 14. Where do you prefer to buy the jewellery from (for gifting)? a) Branded Store b) Family Jeweller

15. When was your last purchase made?________________ 16. How satisfied were you with your last jewelry item purchased? a. Satisfied b. Neither Satisfied or Dissatisfied c. Dissatisfied

17. In what kind of store did you purchase your last jewelry item? a. Specialty Fashion Shop or Boutique b. Locally-Owned or Family Jewellery Store c. Branded Jewellery Store, such as Tanishq, Gitanjali, Gilli d. Duty-free store e. Through Internet, Mail Order or TV Shopping f. Other Types of Stores

18. If local retailers, what factors affect this decision (one or more)? a. I can buy the products on credit. b. The store is located near my house, and so is easily approachable. c. The prices are negotiable, apart from MRP d. Low priced. e. The retailer is very reliable as I have been dealing with him since a long time. 19. If brands, what are the factors responsible for this choice (one or more)? a. I can choose from a wide variety of designs b. The quality of the products is excellent c. The stores are easily accessible as they have their outlets at many places. d. They provide good exchange offers. e. The jewellery is certified 20. Are you aware of the various jewellery brands available in the market? Yes/ No 21. From where did you get the knowledge of this store/ brand? a. Schemes launched by the store. b. Recommendations from Friends / Relatives. c. Pamphlets

22. How long have you been making your purchases of jewellery from this store/ brand? a. I recently started visiting this store / brand. b. From past 5 to 10 years c. Since a very long time, almost always. 23. Before making any jewellery purchases, do you compare the designs and prices of the same between the branded showrooms and the local dealers? a. Always b. Often c. Sometimes d. Rarely e. Never 24. Do you plan to shift or change the source of purchasing jewellery from: 1 – Local Retailers to Brands 2 – Brand to Local Retailers