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Gold industry has a significant position in the economic as wellas cultural scenario of almost all the states of India. This study undertakes an analysis of the specialties of consumer behaviour in the gold jewellery market of Kerala. The focus of the study is to identify the various factors which influence the consum er behaviour in gold market of the state. The analysis specially focuses on factors like customer behaviour towards branded jewellers and small dealers of gold, the influence of aspects like name, reputation and shop ambiance of the sellers, purity of gold, price of gold, the influence of advertisements of gold etc on the consumer behaviour. 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 thecustomers are influenced by the name, reputation and shop ambiance of the sellers, the purity of gold etc. The influence of the price of gold on the consumers is subjective and is dependent on their occupation and income. Though advertisements are helpful in positioning the jeweller in the market, they not making any significant influence on their purchase behaviour of the consumers of gold.
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