Customer’s Behavior and Motivating Factors towards Purchase of Ornament Products - An Analytical Study

Abstract

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. The objectives of the present study are to analyze the behavior of customers towards Thangamayil Jewelers, to find the motivating factors of customers in purchasing ornaments at Thangamayil Jewelers and this study is based on both primary and secondary data. This study to understand the behavior of the customers of Thangamayil Jewelery with reference to its Karaikudi Branch. apart from helping to acquire a better insights and understanding into the vital but trivial aspects of the Jewelery market, also helps in assessing the company's strength and weakness against the competing jewelry brands. In addition those for analyzing the collected data the appropriate statistical techniques like percentage analysis and Garret's Ranking Technique were used. This study reveals that the overview about the products sold by Thangamayil jewelers is satisfactory. Customer behavior towards the purchase decision is influenced more by trust worth_\; service, price, and quality. A result, it has been observed from the respondent that the Thangamayil products are quality products and pricing is reasonable and affordable. But customers also expressed the need for improvement in schemes.To concludes the overall response of the customers of Thangamayil Jewelers ' is good.