Online Shopping in Jewellery Industry- An Analysis of Consumer Perception

Abstract

Jewellery has come a long way from the time of manufacturing during the days of Indus valley civilization to exporting or even buying platinum and gold jewellery globally. Today it has now become an integral part of India's traditions and culture. Advent of information technology and penetration of World Wide Web jewellers are now able to make their products available for a wider market and cater to all its potential customers. E-commerce has become one of the major modifications to the retail platform in this industry. In India, the Jewellery industry does a business of approximately 11000 crore or $215 million, through e-commerce as provided by Internet and Mobile Association of India (lAMAI). India, even in its fast pace of ecommerce adoption, customers in jewellery segment prefer physical stores rather than buying online. This paper intrinsically analyses the preferences and demographic patterns of the consumers buying jewellery online and explores the supporting factors and obstacles for r its growth through various data analysis techniques such as ANOVA, and descriptive analysis. In addition, the present study has analysed the consumer preferred jewellery categories for online purchase. Insights stated in this study can be adopted in the marketing strategies and for the formulation of the business models especially in ecommerce jewellery segment