International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 5, Issue 4 (2018)

A study on customer perception and awareness towards diamond jewellery in Coimbatore city


Muhesh V, Dr. S Brindha

Retail Industry is fast changing. All facets of business are undergoing leaps of change. Jewellery buying for a very long time has had a traditional pattern of buying behaviour. There were family jewellers and a family purchase. All models of consumer buying behaviour has adopted to the change. The Diamond jewellery buying on-line has also gone which generated curiosity, because of its high tradition. The present paper examines the growth, factors and current scenario of purchasing diamond jewellery in Coimbatore City. It is a descriptive research; survey method has been used for data collection through a structured questionnaire. Some of the key findings were that Indian consumer buy precious jewellery like diamond jewelleries for Investment as well as for special occasions and to have a strong attributes in maintaining social status during social function/gathering and they always buy from trusted outlets. Other Attributes like store service for branded jewellers seem to be far superior to the traditional outlets and quality satisfaction are rated very high with branded jewellers. Working women are greater purchasers of diamond jewellery and indulge more in impulse purchase. Online currently has a relatively low reach. It is more like a pre-purchase tool. The changing socio-economic perspectives adds boon to the jewellery industry.
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How to cite this article:
Muhesh V, Dr. S Brindha. A study on customer perception and awareness towards diamond jewellery in Coimbatore city. International Journal of Multidisciplinary Research and Development, Volume 5, Issue 4, 2018, Pages 129-135
International Journal of Multidisciplinary Research and Development