Geetanjali Jewellers

CONSUMER BEHAVIOR Project On GEETANJALI JEWELERS Group: The Leos INDUSTRY situation In the late 1990s, the Indian jewellery commercialise place witnessed a shift in consumer perceptions of jewellery. Instead of being regarded as sole(prenominal) an investment option, jewellery was being prized for its aesthetic appeal. In early(a) words, the focus seemed to have shifted from content to design. Trendy, affordable and lightweight jewellery soon gained familiarity. Branded jewellery also gained acceptance forcing traditional jewellers to go in for branding. Given the opportunities the brand jewellery market offered; the number of gold retailers in the country increased sharply. Consequently, the branded jewellery players tried to change the mindset of the people and speak to customers with attractive designs at affordable prices. *Gold Jewellery* commercialise in India Before the liberalization of the Indian economy in 1991, only the Minerals and Metals Trading Corporation of India (MMTC) and the State Bank of India (SBI) were allowed to importing gold. The abolition of the Gold Control Act in 1992, allowed extensive export houses to import gold freely. Exporters in export treat zones were allowed to sell 10 share of their produce in the internal market.

In 2001, India had the highest demand for gold in the terra firma; 855 slews were consumed a year, 95% of which was used for jewellery. India is the largest consumer of gold in the world to be followed by China and Japan. Though global employment of gold witnessed a sharp fall in 2002 in last five year -- from 3770.1 tonnes in 1997 to 3067.4 tonnes in 2002 -- India maintain its lead with 575.7 tonnes against 688 tonnes in 1997 followed by China (202.3 tonnes) and Japan (141.5 tonnes). India is emergent as worlds largest trading centre of this commodity with a target of US$ 16 bn set for 2010. ? Surat contributes 90 percent of Indias total diamonds exports. ? Indias domestic branded jewellery market is estimated at Rs 450-500 crore. The... If you want to get a full essay, prescribe it on our website: Orderessay

Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.