Factors affecting consumer buying behaviour towards gold jewellery

Abstract

Indian gems and jewellery industry has undergone major structural changes. The consumer today demands along with best service terms the best value offers and expects the retailer to be honest enough through transparent business activities. There has been considerable change in the thought pattern of consumer towards jewellery purchase. Indian consumer buys jewellery for several reasons varying from investment to conspicuous value to hedonic value. Indian customers love for gold and jewellery is quite well acclaimed and known fact. At this backdrop the study pertains to identify the various factors affecting consumer buying behaviour towards gold jewellery. The respondents selected for the study were 500 affluent females, divided into three age groups – 18 to 30 years (25%), 31 to 40 years (43%)and 41 years and above (32%). Further the sample was categorized on basis of Occupational status as working (70.7%) and non working (29.3%) and Educational background as graduate (43%) and post graduate (57%).The selected women were requested to respond to the queries enlisted in the questionnaire annexed as Appendix 1. Chi square and Factor analysis through SPSS has been used as the data analysis tool.