The Jewellery market is getting saturated with many models of Jewellery, competing against each other, in sharp contrast to the monopolistic industry behavior, which was prevalent till late 80’s. It requires tremendous amount of marketing efforts to keep and grow their market share in this scenario, by adopting quite innovative designs and styles, which are very attractive to the customers. Companies are adopting new methods to see, if small families using the unbranded jewellery, can be converted into branded jewellery. The objectives of the study includes to assess the intensity of customer conception under the ‘customer value’ concept through ‘value delivery process’, to measure the emerging customer preferences and tendencies in the jewellery industry & to help the jewellery manufacturers and marketers to better understand, strategize and orient their marketing strategies accordingly. Research corroborates very high rankings for various phases of ‘Value Delivery Process’ viz., choosing The Value, Providing the Value, Communicating the Value under demographic variables of Age, Gender, Education, Occupation and Income. Research concludes intense application of ‘Value Delivery Process’ by branded jewellery manufacturers under demographic segmentation variables. The shift from traditional family jewellers to branded jewellery manufacturers is due to demanding, discerning & intelligent customers in the market & can even conclude providing ‘Customer value’ is the only success mantra for organizations in the dynamic environment.
Customer Value, Marketing, Value Creation, Value Delivery, Value Delivery Process
