A STUDY ON BUYING BEHAVIOUR OF CONSUMER TOWARDS BRANDED JEWELLERY IN SALEM

Author (s) : Mrs.M.M.Chithra, Mrs. P.Epsiba

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Abstract :
Jewellery industry is one of the fasted emergent industries in the Indian economy. There are both organized and unorganized sector. 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 organized sector is enlarged regularly. This may be possible due to the increasing level of awareness and preference of branded jewellery. The paper explored the preference level of the customer towards branded jewellery. The purpose of the study is to determine the preference level of the customer towards branded jewellery and to suggest the various measures to the jewellers for increasing the preference level of the customer towards branded jewellery. Jewellery industry uses a number of techniques for escalating their profit and market shares. They try to win the trust and confidence of the customer. The study found that the preference levels of the customer are increasing day by day. They start to give preference to lightweight and fashionable branded jewellery as compared to local and unbranded jewellery. There is a shift from content to design in jewellery.

Keywords : industries, organized, unorganized sector, determine, escalating, preference, design.

Conference Date : 13/11/2020

Pages : 214

Paper ID : 20214