Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/9920
Title: Online Shopping in Jewellery Industry- An Analysis of Consumer Perception
Authors: Garima Malik
Rishu Mitial
Issue Date: 2016
Publisher: Gitam Journal of Management
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
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/9920
Appears in Collections:Articles to be qced

Files in This Item:
File SizeFormat 
Online Shopping in Jewellery Industry- An Analysis of Consumer Perception.pdf
  Restricted Access
479.04 kBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.