The document summarizes the results of a market survey comparing gold and platinum jewelry in India. Some key findings are: - 75% of respondents owned gold, 12% owned platinum, and 13% owned both - Most said platinum is costlier, and price is the most important factor in jewelry purchases - Gold is preferred for investment while platinum owners are more satisfied with resale value - Younger consumers (19-35) are increasingly buying gold, and online jewelry shopping is growing in popularity

1. GOLD
V S
PLATINUM

2. 
Market Survey
Objective
To compare Gold and Platinum on
various parameters and understand
consumer behaviour

3. 
 The Gems and Jewellery sector in India plays a significant role in the
Indian economy, contributing around 6-7 per cent of the country’s
GDP
 The domestic gems and Jewellery industry had a market size of
Rs 251,000 crores
 It has the potential to grow to Rs 500,000–530,000 crore by 2018
 According to a report the Jewellery Market in India is expected to grow
at a CAGR of 15.95 per cent over the period 2014-2019.
Overview of Indian Jewellery Industry

4. 
Gold
 Gold is a chemical element with symbol Au.
 In its purest form, it is a bright, slightly reddish yellow, dense,
soft, malleable and ductile metal.
 It is one of the least reactive chemical elements, and is solid
under standard conditions.
 The metal occurs often in free elemental (native) form,
as nuggets or grains, in rocks, in veins and in alluvial deposit

5. 
 Platinum is a chemical element with symbol Pt.
 It is a dense, malleable, ductile, highly Unreactive, precious, gray-
white.
 It occurs in some nickel and copper ores along with
some native deposits.
 Only a few hundred tones are produced annually, and given its
important uses, it is highly valuable and is a major precious metal
commodity.
Platinum

6. 
Research Technique
• Online survey
Target Segment
• People who own either Gold,Platinum or Both
Sample Size
• 120 Respondents
Methodology

7. 
Conclusion
75% of the respondents own Gold, Whereas only 12%
own Platinum and 13% have both Gold & Platinum
n= 120

8. 
Conclusions
 Gold owners outweighs the platinum owners by far.
 Majority say Platinum is costlier.
 Price is the most important aspect while purchasing
jewellery.
 Consumers favour gold for investment purposes

9. 
Conclusions
 Gold owners are more satisfied with the resale value then
platinum
 Many consumers are informed about the other uses of gold
& platinum apart from making jewellery
 On special occasions platinum users prefer platinum and
gold users prefer gold by a very large margin
 People are ready to change the jewellery what they are
currently using

10. 
 The gold buying consumers are getting younger i.e. 19-35
years of age.
 People are willing to opt for online jewellery shopping.
 Jewellery is integral with the wedding but nowadays people
are preferring to buy even on small occasions like Birthdays.
New Trends

11. 
DEMOGRAPHICS
60%
40%
Gender
MALE FEMALE
0-18
8%
19-35
69%
36-50
11%
51+
12%
Age(YEARS)
n=120

12. 
75%
12% 13%
GOLD PLATINUM BOTH
Which of these do you own??
n=120
Ownership

13. Consumer perception on price
Which is costlier?
10%
52%
4%
22%
0%
100%
0% 0%
10%
50%
20% 20%
Gold Platinum Both Cannot say
Gold users Platinum users Both
n=120

14. 
Influence
58%
41%
37% 39%
2%
75%
63%
25%
38%
0%
50% 50%
60%
50%
0%
price friends/family resale value wide range other
Gold
Platinum
Both
What influences you to select Gold or Platinum?
n=120

15. 
Gold
Platinum
Both
30%
60%
10%
Which is more apt for investment?
Investment
n=120

16. 
10%
7%
33%
50%
Gold
Platinum
None
Cannot say
Allergies
Which of them can cause allergies?
n=120

17. 
Applications
Platinum
• Savings
• Machinery parts
• Medicinal purpose
Gold
• Investment
• Medicines
• Aircraft parts
What are the uses apart from making jewellery?

18. 
Stylish & Fashionable
40%
36%
24%25%
50%
25%
10%
50%
40%
Gold Platinum Both
Gold owners
Platinum owners
Both
Which is more stylish or fashionable?
n=120

19. 
Durability & Longevity
36%
18%
46%
25%
55%
20%20%
30%
50%
Gold Platinum Both
Gold owners
Platinum owners
Both owners
Which has more durability and longevity?
n=120

20. 
Satisfaction with Resale value
0% 5%
30%
65%
10%
0%
0%
15%
70%
15%
Highly
unsatisfied
Average Not sure Good Highly
satisfied
Gold
Platinum
n=120

21. 
Availability of Services
88%
12%
92%
8%
Yes
No
Platinum Gold
Is service for gold/platinum e.g. Polishing etc. easily available?
n=120

22. 
Comparison on Purity
Which of them guarantees more purity?
47%
15%
38%
20%
70% 10%
30%
20%
50%
Gold Platinum Cannot say
Gold owner
Platinum owner
Both owner
n=120

23. 
Labour Cost
34%
24%
10%
32%
10%
60%
10% 10%
15%
20%
15%
30%
Gold Platinum Both Cannot say
Gold owners
Platinum owners
Both owners
Which one of them has a higher labour cost?
n=120

24. 
Willingness to Change
Yes
65%
No
35%
Gold owners
Yes
80%
No
20%
Platinum owners
Would you be comfortable by changing what you are currently using?
n=120

25. 
Online
90%
10%
Platinum owners
Yes No
80%
20%
Gold owners
Yes No
If given an option would you purchase jewellery online?
79%
21%
Both owners
Yes No
n=120

26. 
Occasion
37%
7%
28%
21%
11%
22%
32%
37%
79%
No specific reason
New year
Anniversary
Birthdays
Baby Birth
Bonu/Sudden financial gain
Diwali
Akshay tritiya
Wedding
When do you prefer buying your jewellery?
n=120

27. 
Preference on Special Occasions
75%
25%
15%
85%
Gold Platinum
Gold owners
Platinum owners
For special occasions e.g. Marriages what type of jewellery would you prefer?
n=120

28. 
Questions?

29. 
Thank you!!