A Study on Consumers’ Behaviour of Buying Branded Gold Jewellery with Reference to Virudhunagar District

Abstract

Consumers have their own preferences while buying a product. Consumer behaviour is based upon the influence of
advertisements, relatives, friends, environment, fashion and trends. Women have been fond of gold jewellery from an
ancient period. The objectives of the study are to determine the degree of awareness of branded jewellery among
customers, and offer recommendations for increasing the level of awareness of branded jewellery among the consumers.
The aim of this study is to gain in depth perceptive of various factors relating to the consumer’s buying behaviour of
jewellery in Virudhunagar district. An investigation is done to analyse the customer’s buying behaviour towards branded
gold jewellery.