The Factors Affecting Consumers Buying Behaviour Towards Gold Jewellery in Chennai

Abstract

This consider clarifies around the variables influencing buyer buying behavior towards gold adornments in Chennai, India. Chennai, a city with a wealthy social legacy and gives significance to gold, gives a distinctive advertise for understanding shopper inclinations in this industry. Marketers endeavor to get a handle on this conduct so they can way better define suitable showcasing boost that will result in expanded deals and brand dependability. Purchase motivation of consumer in jewellery sector depends on the internal variables such as Prevailing of the brand, Trust in the brand, Impact of any occasions like Festivals, Birthday, Anniversary, Wedding, Engagement etc., Celebrity Endorsement, Campaign, Brand Image, Exhibitions, Launch of new collection. Analyzing the writing from shopper behavior and showcasing, this investigate finds out a few key variables progressing obtaining choices. Certain esteem develops as a significant determinant, where buyers evaluate gold adornments not as it were as a product but too as an venture and image of status. The notoriety of brands for quality and genuineness, along with individual inclinations and social impacts, encourage choose buyer choices. Furthermore, knowledge of quality, comfort, and viable showcasing techniques plays the major part in choosing shopper obtaining behavior.