Volume : 5, Issue : 9, September - 2016

A STUDY ON CUSTOMER PREFERENCE TOWARDS BRANDED JEWELLERY

Mrs. B. Chitra, Mrs. M. P. Vinodhini

Abstract :

<p>&nbsp;The jewellery industry in India is mainly unorganized at present with a small share of organized sector. But in the past few years the share of organised sector is enlarged regularly. This may be possible due to the increasing level of awareness and preference of anded jewellery. The paper explored the preference level of the customer towards anded jewellery. The purpose of the study is to determine the preference level of the customer towards anded jewellery and to suggest the various measures to the jewelers for increasing the preference level of the customer towards anded jewellery. They start to give preference to lightweight and fashionable anded jewellery as compared to local and unanded jewellery</p>