1. GEMS OUR OWN ENGLISH HIGH
SCHOOL DUBAI
Shriyam Chaturvedi
Grade 11- I
2014-15
MARKETING PROJECT
TITLE OF PROJECT: Conduct a household or market survey and
report on the buying motive of consumers as regards price and
quality, consumers being classified by age, sex and income
given certain selected products.

2. CERTIFICATE
Certified that this project report “Conduct a household or market survey and report
on the buying motive of consumers as regards price and quality, consumers being
classified by age, sex and income given certain selected products.” is the bonafide
work of “SHRIYAM CHATURVEDI“ OF GRADE 11-I who carried out the
project work under my supervision.
Teacher In-charge:
Name & Signature:
Date:
Internal Examiner: Ms.Sukanya Christopher External examiner:
Name & Signature: Name & Signature:
Date: Date:
GEMS OUR OWN ENGLISH HIGH SCHOOL
DUBAI

3. Acknowledgements :Acknowledgements :
• I would like to pay vote of gratitude to my marketing
teacher, Ms. Sukanya Christopher for giving me this
opportunity to prepare this project & conduct the
survey, that helped me to understand the essence of
marketing. W I would also like to thank my friends,
cousins & family, who have been very helpful &
honest respondents in filling the surveys.
• Without the effective guidance of my teacher & great
support from the others, I wouldn’t be able to
complete the project.

4.  Topic:Topic: Conduct a household or
market survey and report on the
buying motive of consumers as
regards price and quality,
consumers being classified by age,
sex and income given certain
selected products.

5. Contents :Contents :
 Certificate
 Acknowledgements
 Topic
 Introduction to the products I have taken.
 Buying motives
 Jewelry (Malabar gold &diamonds, Joyalukkas & Atlas jewelers)
 Gas Stoves ( Hitachi, Elekta & Sanyo)
 Airlines Services (Air India, Air Arabia & Jet Airways)
 Project report
 Market survey
 Methods of market survey
 Questionnaire ( for jewelry, gas stoves and airlines services)
 Bar graphs comparison for all 3 brands for each product) with
reasoning .
 Conclusion
 Bibliography

6. The products I have chosen are as follows:The products I have chosen are as follows:
Jewelry:Jewelry:
1.Malabar gold
2.Joyalukkas
3.Atlas
GAS STOVES:GAS STOVES:
1. HITACHI
2. ELEKTA
3. SANYO
AIR LINES SERVICES:AIR LINES SERVICES:
1. Air India
2. Air Arabia
3. Jet Airways

7. Buying Motives:Buying Motives:
 A buying motive is the reason why the
consumer purchases the.
 Motive is the driving force behind any
purchase. Motive could be economic, social,
psychological, etc.
 This explains the behavior of the buyer.
 Example: In winter we are motivated to
purchase heaters, similarly in summers, we are
motivated to buy fans , air conditioners or
coolers.

8. Buying motives
Primary Buying Motives Secondary Buying Motives
 Primary Buying Motives:Primary Buying Motives: These are related to the
basic needs and necessities of humans such as
hunger, thirst, sleep and shelter. Due to these
needs people get motivated to purchase the
goods.
 Secondary Buying Motives: These are the
motives, which are influenced by the society
where he is born and lives. It comes after fulfilling
the basic needs. These are wants.

9. JewelryJewelry
 Jewelry is small decorative
items worn for personal
adornment, such as
brooches, rings, necklaces,
earrings, and bracelets.
Jewelery may be attached
to the body or the clothes,
and the term is restricted
to durable ornaments,
excluding flowers for
example.
Brands that I have chosen:
 Malabar gold and diamonds
 Joyalukkas
 Atlas

10. Malabar Gold andMalabar Gold and
Diamonds:Diamonds:
 Malabar Gold and Diamonds is the
flagship division of Malabar Group
of Companies, one of the fastest
growing business conglomerates.
Malabar Gold and Diamonds
outlets display a wide variety of
Gold, Diamond, Pearl and Platinum
ornaments, catering to the
requirements of its multi-cultural
and multi-national customers.
 To ensure utmost levels of quality,
Malabar Gold and Diamonds sells
ornaments which are certified by
international agencies like
International Gemological
Institute (IGI), Platinum Guild
International (PGI), etc.
 Target group of costumers:Target group of costumers:
Females.
 Income:Income: Middle and High Income
Group.
 Buying Motives:Buying Motives: Excellent quality.

11.  Joyalukkas is an ISO certified Indian jewellery group based in
Kochi, Kerala, India. The company is named after Joy Alukkas, the
company's chairman and founder. Joyalukkas group has 85 retail
jewellery outlets across nine countries. The phenomenal success of
Joyalukkas has been driven by an unstinting commitment to quality, a
fact that has been widely recognized.
 Target Group of costumers:Target Group of costumers: Middle and High class group.
 Income:Income: Middle and High Income.
 Buying Motive:Buying Motive: Quality & Durability.

12.  For 30 years people have
relied on ATLAS for their
jewelry needs. We offer a
wide range of choice in
fashionable jewelry, modern &
chic as well as traditional &
ethnic, coupled with the
highest standards of purity
and service. With over 50
establishments and a store in
every major business market in
the GCC we are a regional
leader today because we have
sustained our customers’ trust
and exceeded their
expectations throughout our
history.
 Target Group of Costumers :Target Group of Costumers :
Middle class
 Income :Income : middle and high
income groups.
 Buying motives:Buying motives: Good quality
with reasonable price.

13. Gas Stoves:Gas Stoves:
 In cooking, a gas stove
is a cooker/stove which
uses natural gas,
propane, butane,
liquefied petroleum gas
or other flammable gas
as a fuel source. Most
modern stoves come in a
unit with built-in
extractor hoods.

14. Hitachi, Ltd. is a Japanese multinational engineering and electronics
conglomerate company headquartered in Chiyoda, Tokyo, Japan. It is the
parent of the Hitachi Group and forms part of the DKB Group of
companies. Hitachi is a highly diversified company that operates eleven
business segments: Information & Telecommunication Systems, Social
Infrastructure, High Functional Materials & Components, Financial
Services, Power Systems, Electronic Systems & Equipment, & consumer
prodcts & gas stoves.
Target group of costumers:Target group of costumers: middle class.
Income:Income: middle& high income group.
Buying motive:Buying motive: trusted & experienced product quality.

15.  Elekta Japan had a humble
beginning in 1988 in Japan.
The original team consisted of
5 employees and currently has
a team of over 200.
Today, the Elekta brand of
consumer electronics retails in
over 28 countries worldwide.
The corporate headquarter is
located in the Jebel Ali
Freezone in Dubai, U.A.E.
 To provide high quality
consumer electronics at an
affordable price for all income
groups in various markets.
 Target group of costumers:Target group of costumers:
households & families.
 Income:Income: all income groups.
 Buying motive:Buying motive: reasonable
price.

16.  SANYO Electric Co., Ltd. is a
Japanese major electronics
company and member of the
Fortune Global 500 whose
headquarters is located in
Moriguchi, Osaka prefecture,
Japan. Sanyo targets the
middle of the market and has
over 230 subsidiaries and
affiliates.
 On December 21, 2009
Panasonic completed a 400
billion yen ($4.5 billion)
acquisition of a 50.2% stake in
Sanyo, making Sanyo a
subsidiary of Panasonic. In July
2010, Panasonic announced
that they would acquire the
remaining shares of Sanyo.
 Target group of costumers:Target group of costumers:
households & families.
 Income:Income: all income groups
 Buying motivesBuying motives:: durability &
quality.

17. Airlines Services:Airlines Services:
 An airline is a company that
provides air transport
services for traveling
passengers and freight.
Airlines lease or own their
aircraft with which to supply
these services and may form
partnerships or alliances with
other airlines for mutual
benefit. Airline services can
be categorized as being
intercontinental, intra-
continental, domestic,
regional, or international, and
may be operated as scheduled
services or charters.
 My brands are as follows:
Air India
Air Arabia
Jet Airways

18.  Air India is the flag
carrier airline of India
owned by Air India
Limited, a Government of
India enterprise. The
airline operates a fleet of
Airbus and Boeing aircraft
serving various domestic
and international airports.
 Target group of costumers:Target group of costumers:
tourists & travelers .
 Income:Income: middle & high
income group.
 Buying motive:Buying motive: reasonable
price.

19. Air Arabia is a low-cost airline with its
head office in the Sharjah Freight
Center, Sharjah International Airport, in
Sharjah, United Arab Emirates.
Target group of costumer:Target group of costumer: Families.
Income :Income : middle income group.
 Buying motives:Buying motives: affordable

20. Jet Airways is the second of India's two
major airlines based in Mumbai, both, in
terms of market share and passengers
carried, after IndiGo. It operates over 3000
flights daily to 76 destinations worldwide.
Target group of costumers:Target group of costumers: tourists &
travelers .
Income:Income: middle and high income group.
Buying motive:Buying motive: excellent service.

21. ProjectProject
ReportReport::

22. Market survey:Market survey:
 Market research is any organized effort to gather
information about target markets or customers. It
is a very important component of business
strategy. The term is commonly interchanged with
marketing research; however, expert practitioners
may wish to draw a distinction, in that marketing
research is concerned specifically about marketing
processes, while market research is concerned
specifically with markets.

23. Methods of market survey:Methods of market survey:
 In-person surveys are one-on-one interviews typically conducted in high-
traffic locations such as shopping malls. They allow you to present people
with samples of products, packaging, or advertising and gather immediate
feedback. In-person surveys can generate response rates of more than 90
percent, but they are costly. With the time and labor involved, the tab for an
in-person survey can run as high as $100 per interview.
 Telephone surveys are less expensive than in-person surveys, but costlier
than mail. However, due to consumer resistance to relentless telemarketing,
convincing people to participate in phone surveys has grown increasingly
difficult. Telephone surveys generally yield response rates of 50 to 60
percent.
 Mail surveys are a relatively inexpensive way to reach a broad audience.
They're much cheaper than in-person and phone surveys, but they only
generate response rates of 3 percent to 15 percent. Despite the low return,
mail surveys remain a cost-effective choice for small businesses.
 Online surveys usually generate unpredictable response rates and unreliable
data, because you have no control over the pool of respondents. But an online
survey is a simple, inexpensive way to collect anecdotal evidence and gather
customer opinions and preferences.

24. Questionnaire:Questionnaire:
Name : _________ Gender:__ Age:__Name : _________ Gender:__ Age:__
Location : ______ Income:____Location : ______ Income:____
 Which jewelry brand do you prefer using?
 Malabar gold
 Joyalukkas
 Atlas
 Which one of these is preferred the most in
terms of quality?
 Malabar gold
 Joyalukkas
 Atlas
 Is the jewelry worth value paid?
 _____________________________________
______________________________________.
 Is price one of the buying motive for the brand
chosen?
 ____________________________________
__________________________________.
Jewelry:

25. 5. Which brand of gas stove would you prefer?
 Hitachi
 Elekta
 Sanyo
6. Is the product safe?
 ________________________.
7. Are the after-sales services and guarantee period
best for the chosen brand?
 ____________________________________
________________________.
8. Are the instructions provided for its usage
(catalogue) ?

____________________________________
________________________.
Gas Stoves:

26. 9. Which airlines do you usually use?
 Air India
 Air Arabia
 Jet airways
10. Is the flight safe ?
 __________________________.
11. What is the primary motive for using this airlines service over
the others?
 Reasonable price
 Safety & security
 Excellent service
12. Does this satisfy you completely?
 ________________________________________________
__________________________________________.
Airlines Services:Airlines Services:

27. Jewelry:
0
1
2
3
4
5
6
7
8
9
10
Price quality durability investment pride &
prestige
Malabar
Joyalukkas
Atlas

28. Reasoning:
Jewelry:
 Price: 4 out of 10 chose atlas jewelers for a reasonable price atlas
jewelers is considered best because of its reasonable making prices
and finishing charges. Whereas, Malabar gold & diamonds and
joyalukkas charge comparatively higher price for the same.
 Quality: 5 out of 10 respondents chose Malabar gold for a good
quality. Malabar golds & diamonds is considered best in terms of
quality due to the usage of finest & purest form of gold and diamonds.
It also produces new designs which are desired by the women's of
today's world. It is equally supported by its 'Zero deduction Exchange
Policy‘.
 Durability:5 on 10 chose joyalukas for its durability. the jewelry
produced by joyalukkas is said to last long due to the usage of well
developed technology to combine titanium nitriding PVD processing and
gold plating to provide a good gold color and a wear resistant surface
in its manufacturing.
 Investment: atlas jewelers is considered to be best in the field of
investment in business due to its reasonable charges when compared
to the other two brands.
 Pride & prestige: Malabar gold & diamonds & joyalukkas are equally
preferred for a high status & reputation in the society due to their good
name, prices when compared to atlas jewelers and their new designs.

29. Gas stoves:
0
1
2
3
4
5
6
7
8
9
10
Price
Q
uality
Safety
guaranteeinnovation
Hitachi
Elekta
Sanyo

30. Gas stoves:
 Price: In terms of price, Elekta is preferred the most due to
its reasonable price when compared to other two brands.
Hitachi is least preferred in terms of price because of its
high rates.
 Quality: Hitachi is preferred most in terms of quality due to
its new features and designs that come in the market. Hitachi
is more innovative when compared to the other brands.
 Safety: Hitachi & Sanyo are known to be better in terms
safety and security features . Whereas, elekta is less
secured when compared to the others.
 Guarantee period (durability) : durability is best in Hitachi
because of the good quality and innovation, and the best
designs that are introduced in the market.
 Innovation (Latest model & technology): Hitachi is best in
terms of innovation as it keeps on introducing new models,
designs and features.

31. Airlines services:
0
1
2
3
4
5
6
7
8
9
10
Priceservice
providedsafety
&
securityflying
schedule
destination
Air India
Air Arabia
JetAirways

32. Airlines services:
 Price: Air Arabia is considered to be less expensive in terms
of money when compared to Air India and jet airways. Jet
airways is most expensive when compared to the other two.
 Service provided: jet airways is considered best in terms of
the services provided. It is very comfortable. Air Arabia is
said to be least in terms of service provided.
 Safety & security: Jet airways is considered to be the best
in terms of safety & security. Whereas, Air India is said to
be least in terms of safety and security.
 Flying schedule: Jet airways and Air Arabia is said to be
best in terms of flying schedules due to the flexible timings.
Air India is least in comparison when compared to the other
two, as it often leads to delays in schedules.
 Destinations: Jet airways travels over 100 countries around
the world and 44 cities in India everyday.

33. Conclusion:
 From this information & the survey conducted, we could see that,
in case of jewelry the buying motives include prices, quality,
durability, investment purpose for business and pride and
prestige. Malabar gold and diamonds is considered best in terms
of quality and is also preferred the most for pride & prestige
and a high status in the society. Joyalukkas & atlas are equally
best for investment purpose due to its reasonable price.
 In case of gas stoves, we could conclude that the buying motives
are price, quality, safety, after sales services, guarantee period
(durability), etc. hitachi is the most innovativeand safe among
the others.
 For airlines services, the motives include price, safety &
security, service provided, flying schedule and destinations. Air
Arabia is best in terms of price. Jet airways in terms of safety
and security and destinations as it travels destinations over a
100 countries & 44 cities in India daily with its flexible
schedules.

34. Bibliography:
 www.google.com
 www.wikipedia.com
 www.malabargoldsanddiamonds.com
 www.joyalukkas.com
 Survey replies from respondents.