Abstract
The Gems and Jewellery sector 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. One of the fastest growing sectors, it is extremely exporting 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. The present paper focused on the analysing consumer behaviour towards purchase of gold jewelleries in Tiruchirappalli which is a popular city in Tamil Nadu. Based on the analysis of the data collected for the study it can be concluded that changes in the price of gold have a significant impact on consumer behaviour. The study found that as gold prices rise, consumer demand for gold tends to decrease, while lower gold prices tend to increase consumer demand. However, the study also found that the level of sensitivity to price changes varies among different consumer segments. Consumer attitudes towards gold were also found to play an important role in determining their purchase behaviour. Those who view gold primarily as an investment tend to be more sensitive to price fluctuations than those who view gold primarily as a commodity for adornment or gifting purposes.
Keywords: Consumer Behaviour, Gold Jewelleries, Buying and Wearing.
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