A Paradigm Shift in the Buying Behavior of Indians  Towards Gold Jewellery � A Theoritical Approach  with Reference to the Growth of Branded Retailers

K.BALAJI; DR. R. MAHESWARI

Volume : IV, Issue : II, February - 2014

A Paradigm Shift in the Buying Behavior of Indians Towards Gold Jewellery � A Theoritical Approach with Reference to the Growth of Branded Retailers

K. Balaji, Dr. R. Maheswari

Abstract :

The Indian Gem and Jewellery is witnessing tremendous changes because of its growth. Indians are fond of consuming gold in the form of jewellery. The players in the industry is also changing as the industry started to move from unorganized players to the organized. The changing consumer buying preferences towards gold jewellery leads to have growth for the organized retailers. According to FICCI Study on Gems & Jewellery Industry- As India’s jewellery market matures, it is expected to get more organised and the share of family jewelers (unorganized) is expected to decline in the coming years. The rational of the study is three fold: first to examine the nature of change in jewellery industry with the emergence of organized retailers. Second theoretically to examine the changing buying preference of Indian consumers towards gold jewellery due to the growth of anded retailers. Third this area has remained largely an unexplored part of research. This theoretical research will pave way for the further research contribution. The study confines that transformation from family owned to professionally managed business is witnessing by the industry and it influences the buying behaviour of the Indian consumers towards gold jewellery