A Study on Preferences of Women Towards Branded and Non-Branded Gold Jewellery
DOI:
https://doi.org/10.63856/y855pz08Keywords:
Gold Jewellery, Women Consumers, Branded Jewellery, Consumer Preferences, Purchase BehaviourAbstract
Gold jewellery plays a significant role in the socio-economic and cultural fabric of India. Women, being the primary consumers of gold jewellery, exhibit diverse preferences based on factors such as brand perception, trust, price, design, and investment value (Ahuja, 2019; Mary & Ganesan, 2023). This study aims to analyse the preferences of women towards branded and non-branded gold jewellery. The findings reveal that while branded jewellery is preferred for quality assurance and modern designs, non-branded jewellery continues to hold importance due to affordability and customization.
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