The document is a study on consumer preferences for branded versus non-branded jewelry in Ahmedabad, India. It finds that when purchasing jewelry, customers prioritize price, purity, and design over other factors. It also finds that branded jewelry has near 100% awareness, possibly due to extensive advertising. Most respondents indicated purchasing jewelry for fashion reasons rather than investment. Over three-fourths of respondents had purchased branded jewelry and expressed higher satisfaction with branded compared to non-branded jewelry.