A STUDY ON BUYING BEHAVIOUR OF CUSTOMERS TOWARDS BRANDED AND NON-BRANDED GOLD JEWELLERY WITH REFERENCE TO KANYAKUMARI DISTRICT

Abstract

Gold is considered as a glamorous metal and as a symbol of status among people. In this study the research worker seeks to look into which factors that determinant the behaviour of consumers towards branded and non-branded jewellery products. The objective of the study is to get response about various factors affecting buying behaviour of jewellery products. Nowadays there seen larger brands witnessing an upward activity mainly due to factors such as increasing consumer false belief, decreasing investment compulsive purchases, fascinating retail channels and competition from other expensiveness products. The analyses showed that consumers are reasonably aware of the branded players who have forayed into the jewellery market and would like to purchase branded jewellery in the near future.

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