Volume : 4, Issue : 9, September - 2015

A STUDY ON CONSUMERS BUYING BEHAVIOR ON BRANDED AND NON-BRANDED GOLD JEWELLERY in Hyderabad.

E. Hymavathi

Abstract :

<p>&lt;p&gt;Gold is considered as a glamorous metal and as a symbol of status among people. Jewellery retailing is moving from a &amp;lsquo;storehouse of value&amp;rsquo; to a precious fashion accessory&amp;rsquo;. 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. Branding is an important tool in the hand of the companies for increasing the awareness and sale of their products and services. Hence this study is used to find the and awareness of various ands in the jewellery market. The research conducted would also help us to understand the consumers buying behavior while purchasing jewellery, to know how much impact does a and has on their purchase decision and the various promotional strategies adopted to combat competition and to find the difference between perceptions, opinion and behavior of anded and non-anded jewellery buyers.&lt;/p&gt;</p>