A study on Purchasing Pattern and Behaviour Towards Jewellery in Erode City

Abstract

This research is done with the objective of analyzing consumer buying behaviour while searching for purchasing of Jewellery, service and quality that they have to satisfy their customer needs. It attempts to understand the buyer's decision making process, both individually and in groups. It studies characteristics of individual consumer such as demography, psychographics and behavioural variables in an attempt to understand people's wants.This study also tries to assess influence on the consumer from groups such as family, friends, reference group , and society in general. The research design used for the study is descriptive research . Here, survey was made with 200 customers in the Jewellery retail store premises. Through the research it was evident that, factors such as price , brand image, collections, advertisement, free gift, quality, discount, ambience of the store, making charges and wastage determines the consumer buying behaviour