A Study on Consumer’s Buying Behaviour, Attitude and Perception of Gold Jewellery Purchasing in Coimbatore District






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A Study on Consumer's Buying Behaviour, Attitude and Perception of Gold Jewellery Purchasing in Coimbatore District

K. Pavithra M.Com., M.Phil., (Ph.D)

Assistant Professor, Department of B.Com (PA and B&F)

Pollachi College of Arts and Science, Poosaripatti (Pollachi)

ABSTRACT

The importance of this study is to examine the consumer level of buying behaviour towards Gold Jewellery in Coimbatore city. The data has been collected by survey methods through questionnaire with 500 respondents. Tools used in this project were simple percentage analysis and likert scale analysis. On the basis of the study, it is found that customers are .willing to buy gold Ornaments. Most of the consumers are interested in Gold Loan. The only thing the consumer expects is its discount on schemes. These are some findings of the study. Thus, the study concluded that consumers are satisfied with the buying behaviour of Gold Jewellery.

KEY WORDS: Buying Behaviour, Consumers, Gold Jewellery, Discount.

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