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Author Details :
Volume : 8, Issue : 2, Year : 2021
Article Page : 53-60
Customer perception and preferences are determined by a host of factors and the importance among them is economic and psychological. Considering gold as an investment-cum-custom-oriented commodity the demand ramifications are vivid. The present system of retailing in gold jewellery business in Kerala has almost eclipsed the importance of traditional goldsmiths in ornament making and sale. The study based on primary data and empirically substantiated with factor analysis shows that selection of design is a major reason for preference in jewellery purchase from shops. Advertisements and promotional activities do influence the purchase decision from the retail jewellery shops.
Keywords: Customer perception, Preference, Jewellery shops, Consumer behaviour, factor analysis, Kerala.
How to cite : Pradeep K , Karunakaran N , Customer perception-cum-preferences in jewellery purchases from goldsmiths versus retail shops in Kerala. J Manag Res Anal 2021;8(2):53-60
Copyright © 2021 by author(s) and J Manag Res Anal. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (creativecommons.org)