Consumer Preference and Satisfaction towards Branded Jewellery in Select City of Tamil Nadu

Abstract

Consumer preferences and satisfaction in the jewellery industry vary significantly based on age, occupation, gender, and income. Across all demographics, qualified and well-trained staff are highly valued, with scores ranging from 0.697 to 0.888. Among age groups, discounts on branded jewellery receive the highest satisfaction score (0.729), while trustable returns are favored by occupational status (0.739). Monthly income-wise satisfaction is influenced by influencer endorsements (0.767), and gender-wise, discounts on branded jewellery lead (0.758). As gold and diamond prices rise, consumers often turn to imitation jewellery, emphasizing the importance of design, quality, trust, variety, endorsements, discounts, and service. Branded jewellery markets remain popular, suggesting opportunities for online retailers to expand sales, while traditional-style jewellery appeals to a broad customer base. Understanding these factors is crucial for manufacturers to meet consumer demands effectively, emphasizing the need for qualified staff, quality products, trustworthy services, and online retail expansion. Traditional jewellery styles also offer potential for satisfying consumer preferences.