A study of consumer behaviour towards the gold jewellery

Pages: 555-559
Kanika Garg, Manvi Thanai, and Payal Jain (Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Panipat, Haryana)

Gold has a greater importance in our society. This study is conducted to analyze the consumer behaviour towards the gold. The main objective of the study to identify the purpose of purchasing gold, factors influencing the purchasing decision. For this objective primary data is collected from 150 respondents through structure questionnaire. Descriptive statistics has been used for data analysis. The study found that most of the consumer purchase gold mainly for investment purpose. There are various factors which affect the purchase decision of the consumer such as brand name, price, promotional schemes, quality, design.