This document summarizes a study on consumer behavior towards gold jewelry in Safidon city, India. The objectives are to analyze buying behavior for branded versus non-branded jewelry and understand purchase purpose, shop selection criteria, and brand perceptions. A literature review covers past research. Data was collected through a random sample survey of 145 Safidon residents. Findings show investment and fashion are main purchase purposes. Popular brands are Tanishq, D'Damas, PC Jewelers, and Kalyan Jewelers. Brand name, quality, price, and designs most attract consumers to branded products. However, most prefer to purchase from traditional family jewelers over branded stores. Key factors influencing purchase decisions include brand, quality,
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What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
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Malabar Gold and Diamonds - Case Study - Marketing StrategiesYashaswini Agarwal
Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market.
A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.
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Consumer Buying Behaviour towards the Gold Jwellery specilly in Jaipur Cityprofessionalpanorama
The main purpose of conducting this research is to study the preference to the buying
jewellery with special reference to Jaipur city. The objective of the study is to get
insight about the consumer buying behaviour and factor influencing it such as cultural,
social, economic factors and brand awareness etc. while purchasing of gold jewellery
at various jewellery retail stores at Jaipur city. The primary data was collected through
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not be generalised. The study helps jewellery retail stores to understand about the
buying behaviour of customer towards jewellery.
keywords: Buying Behaviour, Branded, Jewellery.
Consumer buying behaviour towards the gold jewellery speciall in jaipur cityTapasya123
The main purpose of conducting this research is to study the preference to the buying
jewellery with special reference to Jaipur city. The objective of the study is to get
insight about the consumer buying behaviour and factor influencing it such as cultural,
social, economic factors and brand awareness etc. while purchasing of gold jewellery
at various jewellery retail stores at Jaipur city. The primary data was collected through
questionnaire and personal contact from around 200 customers mainly from the top
jewellery retail stores like Birdichand Ghanshyamdas Jewellers, Tanisq, Kalaji, Surana
Jewellers, JKJ Jewellers. Data collected and analysed using simple percentage
method,Chi-square and ranking method. The study was restricted only to Jaipur city
and some of the customer were not serious in their responses therefore result can
not be generalised. The study helps jewellery retail stores to understand about the
buying behaviour of customer towards jewellery.
How Tanishq jwellers captured the market.pptxvedegaf851
The term circular flow of income or circular flow
of economic activity refers to a simple economic
model which describes the circulation/flow of
income between producers and consumers.
In the circular flow model, producer is referred to
as firms and consumer are referred to as
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The major exchanges are represented
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2. INTRODUCTION
AS India makes rapid progress in the retail area, the Indian jewellery market is
undergoing a gradual metamorphosis from unorganised to organised formats.
Jewellery retailing is moving from a ‘Storehouse of value’ to a ‘Precious fashion
accessory’.
Consumers are more quality conscious than ever before.
The jewellery market is one of the largest consumer sectors in the country-larger
than telecom, automobiles, and apparel and perhaps second only to the foods
sector.
Sample size – 145
Population – residents of SAFIDON city
Sampling design- Random Sampling
3. OBJECTIVES
The overall objective of the study is to analyze the consumer behaviour towards
the gold jewellery.
To study and understand the buying behaviour of consumers for branded and non
branded jewellery.
To study the purpose of consumer while purchasing gold jewellery.
To evaluate the selection of shops by the consumer, while purchase the gold
jewellery.
To identify the perception & opinion for branded and non branded jewellery by the
buyers.
To know the knowledge level of consumers regarding the jewellery brands available
in the market.
4. REVIEW OF LITERATURE
Title Author Objective Findings
A Study on Perception of
Consumers towards Gold
Jewellery in Sivakasi
A.Joseph Xavier &
G.Kamalam
To analyse perception of
the respondents towards
Gold
Jewellery
Consumer
perception is important
to businesses since it can
influence
consumer behavior,
which ultimately affects
the profitability of
a business.
A STUDY ON
CONSUMER
PREFERENCE
TOWARDS GOLD
JEWELLERY SHOP IN
ERODE CITY
K.PRABHA KUMARI &
M.ANITHA
To study the consumer
preference of gold
jewellery shops in Erode
city.
In the critical analysis it
was found that the
factors
like advertisement,
quality are satisfied by
respondents
5. CONTD….
Title Author Objective Findings
A STUDY ON BUYING
BEHAVIOUR OF WOMEN
TOWARDS GOLD
JEWELLERY IN REWA CITY
Shahana Parveen & Dr.
Deepa Saxena
The objective of the study is to get near
about the consumer buying behaviour
and factor influencing it such as cultural,
social, economic factors and brand
awareness etc. while purchasing of gold
jewellery at various jewellery retail stores
at Rewa city
Customer preferences for gold
ornaments, the end-user looks for
unique designs, promotional
activities of corporate show rooms
etc.
CONSUMER BEHAVIOUR IN
THE GOLD JEWELLERY
MARKET OF KERALA
Dr. Jojo K Joseph The primary objective of the study is to
make an evaluation of the consumer
behaviour in gold market of Kerala
The study indicates
that consumers have a significant
positive inclination towards the
branded jewellers as compared to
the small
dealers of gold. The behaviour of
the customers are influenced by
the name, reputation and shop
ambiance of the
sellers, the purity of gold etc.
6. CONTD….
Title Author Objective Findings
Consumer Buying
Behaviour relating to
gold in Kollahpur City
Dr. C. S. Dalvi To study the opinion of
consumer about purchase of
gold/gold ornaents.
In the critical analysis it
was found that the
factors
like advertisement,
quality are satisfied by
respondents
A STUDY ON BUYING
BEHAVIOUR OF
WOMEN CUSTOMERS
TOWARDS ONE GRAM
GOLD JEWELLERY IN
ERODE CITY
Dr. K.
Gunasundari
To evaluate the buying
behaviour of the women
customers purchasing of one
gram gold jewellery
Consumer behaviour
towards purchasing of
one gram gold jewellery
ever changes according
to the change in latest
fashion.
7. DECISION PROBLEM
Why the behaviour of consumers
towards branded jewellery still not
inclined in a proper way as
compared to non branded
jewellery?
8. RESEARCH PROBLEMS
1) What is the awareness and purchase intention of consumers while buying
jewellery?
2) What kind of designs are preferred by the consumers, traditional or branded?
3) What are the branded jewellers doing to create awareness about their products?
4) Does buying behaviour change as per the occasion?
5) How brand conscious are people when they buy jewellery for outhers?
15. REASONFOR THE DELAY BETWEENTHE PURCHASE
DECISONAND ACTUAL PURCHASE
44%
37%
19%
FINANCIAL
CONSTRAINTS
WAITING FOR MORE
INNOVATIVE PRODUCTS
WAITING FOR MARKET
RESPONSE
16. Conclusion
Gold has a greater importance in jewellery market.
Mainly the gold is purchased for investment purpose
and after this for fashionable purpose. Customers
are aware about various jewellery brands available in
the market, they attract towards the brand because
of their unique designs and brand name. But they
will prefer to buy gold from their traditional family
jeweler. After analyzing the data study found that
brand name, quality, price, product features,
advertising and promotional schemes are the various
factors which affect the consumers decision while
purchasing the gold
