THE CONSUMER SATISFACTION OF CUSTOMERS OF MALABAR GOLD KASARAGOD Submitted to the Kannur University in partial fulfillment of the requirements of the award of Bachelor of Business Management (BBM) Degree Examination By
MOHAMMED SAABIR Reg.No: 42947
Under the guidance of
Mr. P.C.MATHEW (Lecturer in Commerce)
GRADUATE DEPARTMENT OF COMMERCE & MANAGEMENT STUDIES, MIC ARTS AND SCIENCE COLLEGE, MAHINABAD, CHATTANCHAL
Mr. P.C. MATHEW LECT. IN COMMERCE DEPT. OF COMMERCE AND MANAGEMENT STUDIES MIC ARTS AND SCIENCE COLLEGE MAHINABAD, CHATTANCHAL KASARAGOD, KERALA.
Certified that this project work entitled “THE CONSUMER BEHAVIOR OF CUSTOMERS OF MALABAR GOLD PVT LTD KASARAGOD” has been prepared by MOHAMMED SAABIR, Reg. No: 42947 under my guidance and supervision in partial fulfillment of the requirement of his Graduation in Business Management from Kannur University.
Mr. P.C. Mathew
(Lecturer in Commerce)
I here by declare that this case study in Consumer Behavior of the Customers of Malabar Gold Pvt. Ltd. has been prepared by me under the guidance of Mr. P.C. Mathew (Lecturer in Commerce), Malabar Islamic Complex Arts & Science College, Mahinabad, Chattanchal, Kasaragod. I also declare that this case study is the result of my own effort and has not submitted to any university earlier.
MOHAMMED SAABIR Reg. No: 42947
In my endeavor to write this report on Consumer Behavior of Customers of Malabar Gold Pvt. Ltd. Kasragod. I have been fortunate enough to receive whole hearted report and aspiration from many. It is just and proper from me to place my gratitude towards all of them. First of all I am greatly indebted to our principal Mr. K. Mohammed Kunhi for permitting me to carry out this study relating to Malabar Gold Pvt. Ltd. Kasaragod. I am immensely grateful to my guide Mr. P.C. Mathew faculty, Department of Commerce for providing me with scholarly achieve, inspiring commence, stimulating decision and full-fledged support. I would like to extend gratitude towards Mohammed Kunhi C.I. Manager of Malabar Gold who granted me to do the project. In preparing this report, I am indebted to so many persons that it is difficult to name all of them. Above all, I am grateful to God, Almighty for the immense wishes and blessing that gave me motivation and confidence to complete this work.
MOHAMMED SAABIR Reg. No: 42947
Chapters 1. DESIGN OF THE STUDY
1.1 INTRODUCTION TO THE STUDY 1.2 OBJECTIVES 1.3 STATEMENT OF THE PROBLEM 1.4 SCOPE OF THE STUDY 1.5 METHODOLOGY OF DATA COLLECTION 1.6 LIMITATION OF THE STUDY 1.7 CHAPTER SCHEME
Page No: 01
02 04 04 05 05 07 07
2. GOLD INDUSTRY
2.1 INTRODUCTION 2.2 HISTORY 2.3 APPLICATIONS 2.4 OCCURRENCE 2.5 PRODUCTION 2.6 PRICE GOLD SUPPLY AND DEMAND 2.8 FACTORS INFLUENCING GOLD PRICE 2.9 INDIAN JEMS JEWELERY INDUSTRY
10 10 12 13 14 15 16 17 17
2.7 CURRENT SUPPLY AND DEMAND STATISTICS
2.10 OVERVIEW OF GOLD INDUSTRY IN INDIA
3. MALABAR GOLD
3.1 INTRODUCTION 3.2 HISTORY 3.3 AREA OF OPERATION 3.4 MALABAR GOLD- KASARAGOD UNIT 3.5 MANAGEMENT AND STAFF 3.6 SPECIAL FEATURES OF MALABAR GOLD 3.7 MISSION OF THE ORGANISATION 3.8 SOCIAL RESPONSIBILITY OF MALABAR GOLD 3.9 ORGANISATONAL STRUCTURE 3.10 SOURCES OF FUND
21 21 21 22 22 23 23 24 25 26
3.11 DETAILS OF MALABAR GOLD COLLECTIONS26
4. CONSUMER BEHAVIOR
4.1 INTRODUCTION 4.2 CONSUMER BEHAVIOR 4.3 BUYER – AN ENIGMA 4.4 FACTORS INFLUENCING CONSUMER BEHAVIOR 4.5 MODELS OF CONSUMER BEHAVIOR 4.6 TOOLS TO STUDY CONSUMER BEHAVIOR 4.7 OUTLET SELECTION AND PURCHASE 4.8 PURCHASE BEHAVIOR 4.9 POST PURCHASE BEHAVIOR
28 28 29 29 30 31 31 32 33
5. CONSUMER BEHAVIOR ANALYSIS OF CUSTOMERS OF MALABAR GOLD
5.1 INTRODUCTION 5.2 QUESTIONNAIRE 5.3 ANALYSIS OF DATA
35 35 39
6. FINDINGS AND SUGGESTIONS
6.1 INTRODUCTION 6.2 FINDINGS 6.3 SUGGESTIONS 6.4...