The Impact of Constituents Affecting Consumer Buying Behaviour of Gold Jewellery
Hanna Joseph1, David T Easow2

1Hanna Joseph, Research Scholar, Department of Management, Hindustan Institute of Technology and Science, Chennai (Tamil Nadu), India.
2David T Easow, Deputy Director, Department of Management, Hindustan Institute of Technology and Science, Chennai (Tamil Nadu), India.
Manuscript received on 07 April 2019 | Revised Manuscript received on 20 April 2019 | Manuscript published on 30 April 2019 | PP: 699-702 | Volume-8 Issue-6, April 2019 | Retrieval Number: F3787048619/19©BEIESP
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Abstract: The Fascination for Gold Goes Beyond Realms, especially for the Indians; there is no doubt about it. They have mastered the art of purchasing gold mainly in the form of jewellery. Gold is considered as a valuable asset which can be used during periods of emergency, wedding purpose, mortgage for getting loan and many more. The racial and cultural life of Indians is very much related to gold jewellery. Gold is considered as the most effective way to plan for the future and manifesting one’s social status and dignity. Even today, the sentimental value for gold jewellery is prevalent. The survey focuses on the impact of various constituents in the buying behaviour of consumers of gold jewellery. Based on the topic, the researcher has put forward certain suggestions catering to the needs of the industry as a whole.The Gems and Jewellery, the fastest growing sectors, plays a significant role in the Indian economy, contributing around 7 per cent of the country’s GDP and 15.71 per cent to India’s total merchandise exports. It also employs over 4.64 million workers, extremely export oriented and labour intensive. India is deemed to be the hub of the global jewellery market because of its low costs and availability of high-skilled labour.
Keyword: Advertisement, Consumer Behaviour, Gold, Jewellery and Purchase Decision.
Scope of the Article: Disaster Management