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Presentation on : Working women perception on D’dmas designs
Presented by : Sandeep Mishra , IBS Mumbai
Business Research Methods
IBS, Mumbai

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Problem Recognition
Sample : 50 Respondents
Area : Powai, Mumbai
Formulating Research Problem
 The first and the most important step of research is properly defining the
problem.
The problem is: -
 Identify the working women’s perception about jewellery sets.
 Role actually jewellery plays to women's point of view.
 Popularity of D’damas in working women at powai.
 Understand New segment for our Designs.
IBS, Mumbai

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Objectives Of the Study
Primary Objectives
“To Know Working women’s perception on D’dmas designs in
Powai.”
Secondary Objectives
 To know awareness of jewellery brands in powai
 To Know preference of jewellery brands by working women in powai.
 To Know preference of jewellery types & Designs by working women in powai.
 To know preference of types stones in jewellery purchased by working women
in powai.
 To understand designer preference of working women.
 To know how frequent and what occasion working women use to buy and were
jewellery.
 What attracts them for jewellery purchase.
 To know purpose to were jewellery.

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Research & Sample Design
Research Design
 This study is about descriptive type of research study in nature because the
major emphasis is given to understand the factors which influence
perception and buying of jewellery according to working womens
perception.
Sample Desgin
 The sample has been collected through questionnaire & with personal
interaction in Powai i.e. the walk-in respondents and stratified random
sampling method has been used.
 The size of the sample is 50 which were made to filled by working women.

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Data Collection Methods & Analysis
techniques
 Primary Method
• For the collection of primary data, the data Collection technique to be used will
be the Questionnaire method.
 Analysis Tools & Techniques
• Central Tendency ,Data distribution with frequency method.
 Measurement Scales
• Nominal Scale
• Interval Scale
 Limitations of Research
• Project duration was limited for one month only.
• The sample unit was also only 50 respondents.
• The responses could be biased.
• The respondents in Powai are limited.

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Analysis & Findings
1. Jewellery brand you are aware of?
D’damas Tanishq Asmi
Nakshatra Tbz
Interpretation – The above pie chart and table shows the
respondents response are closer between all brands in which
D’damas is more popular among other brands.

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2.Which brand do you prefer most?
D’damas Tanishq
Nakshatra Tbz Asmi
Attributes No of
responses
percentage
D’damas 12 4.8
Tanishq 26 10.4
Nakshatra 9 3.6
Tbz 6 2.4
Asmi 4 1.6
Total 250 100
Interpretation – The above pie chart and table shows the respondents
response are higher towards Tanishq this means Tanishq brand is is more
perfered among other brands.

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3. What types of jewellery you wear?
Earrings Necklace/Pendants
Ring Bangles/Bracelets
Anklet
Attributes No of
respondents
percentage
Earrings 35 14
Necklace 27 10.8
Ring 28 11.2
Bangles 19 7.6
Anklet 6 2.4
250 100
Interpretation – The above Bar graph and table shows the respondents response
are higher towards Earings,rings & Necklace/pendent .This means working
women use to wear these types of jewellery.

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4.What kind of design do you prefer?
Single charm Glossy
Beaded Multiple charm
Attributes No of
responses
percentages
Single
Charm
23 11.5
Glossy 11 5.5
Beaded 11 5.5
Multiple
Charm
10 5
Total 200 100
0
5
10
15
20
25
Single
Charm
Glossy Beaded Multiple
Charm
AxisTitle Axis Title
Chart Title
Interpretation – The above Bar graph and table shows the respondents response are
higher towards single charm design. This means single charm design is more
preferred.

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5.What material/metal do you prefer the
most?
 Gold
 Platinum
 Silver
Attributes No of
responses
percentage
Gold 40 26.67
Platinum 15 10
Silver 2 1.33
Total 150 100
Interpretation – The above pie chart and table shows the respondents response are
higher towards gold material preferred by working women.

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6. What is your preference on stone in
jewellery you purchase or have
purchased for you?
Diamond Ruby
Emerald Pearl
Sapphire
Attributes No of
responses
percentage
Diamond 26 10.4
Ruby 9 3.6
Emerald 6 2.4
Pearl 16 6.4
Sapphire 1 0.4
Total 250 100
Interpretation – The above Bar graph and table shows the respondents response
are higher towards Diamonds jewelleries purchases.

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7.Do you have any preference any specific
jewellery designer?
 I only buy from local jewellers known or
recommended to me
 I only buy Internationally branded
jewellery
 I don’t have any preferred brand
jewellery
Attributes No of
responses
percentage
Local jeweller 19 38
International
brand
17 34
No preferred
brand
14 28
50 100
Interpretation – The above pie chart and table shows the respondents response
are some what nearer with all local preferred and international brands.

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8. You wear specific jewellery (i.e. on what
occasion)
 Everyday
 On weekends
 Only for special occasions
Attributes No of
responses
percentage
Everyday 21 14
On
weekends
7 4.67
Special
Occasion
22 14.67
Total 50 100
0
5
10
15
20
25
Everyday On weekends Special
Occasions
Interpretation – The above Bar graph and table shows the respondents response are
high towards everyday basis and special ocassion.

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9. On average how frequently you purchase
jewellery yourself?
Once a month More than once month
Once every six month Once a year
Less often only on special occasions
Attributes No of
response
s
percentage
Once a
month
4 8
More than
once a month
5 10
Once every
six months
19 38
Yearly 13 26
Special
occasion
10 20
Total 50 100
0
2
4
6
8
10
12
14
16
18
20
Series1
Interpretation – The above Bar graph and table shows the respondents response are
high towards average purchase on yearly basis & Once every six month.

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Attributes No of
responses
percentage
Extremely
Important
9 18
Very Important 13 26
Important 20 40
Some what
Important
8 16
Not Important 1 2
Total 50 100
10.How Important is jewellery in your life?
 Extremely Important
 Very Important
 Important
 Some what important
 Not important
9
13
20
8
1
Interpretation – The above Bar graph and table shows the respondents response
that jewelleries plays important role so we have to lauch medium range of product.

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11. What attracts you towards jewellery?
 Quality
 Brand
 Price
 Design
Attributes No of
responses
percentage
Quality 29 14.5
Brand 10 5
Price 10 5
Design 23 11.5
Total 200 100
Interpretation – The above Pie chart and table shows the respondents response are
some what nearer to Quality and design that means quality attracts more .

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12. For what purpose you wear jewellery?
 Status
 Personality
 Fashion
Attributes No of
responses
Percentage
Status 12 8
Personality 22 14.67
Fashion 21 14
Total 150 100 0
5
10
15
20
25
Status Personality Fashion
Interpretation – The above Bar graph and table shows the respondents response are
high towards personality and fashion.

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Age
AGE Respondents Percentage
25-35 27 54
36-45 11 22
45 & Above 12 24
total 50 100
Interpretation – The above Bar graph and table shows the respondents response are
high to age group of 25-35.

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Occupation
Occupation Respondents Percentage
Professional 24 48
Teacher 11 22
Artist 7 14
Self Employed 8 16
Total 50 100
Interpretation – The above Bar graph and table shows the respondents response are
high towards professionals and near teachers .

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Income Respodents Percentage
25-3.5 21 42
3.6-4.5 14 28
4.6 & Above 15 30
Total 50 100
Interpretation – The above Bar graph and table shows the respondents response are
high towards minimum income group .

21. Thank
You