A Study on Buying Behaviour of Women Customer�s  towards Jewellery Products with Special Reference  to Tirupur City

S. Kumar; Dr S. Varadaraj

Volume : III, Issue : V, May - 2013

A Study on Buying Behaviour of Women Customer�s towards Jewellery Products with Special Reference to Tirupur City

S. Kumar, Dr S. Varadaraj

Abstract :

The purpose of this research is to find out buying behaviour of women customer’s towards jewellery products with special reference to Tirupur city. The objective of the study is to get the feedback about various factors affecting Buying behaviour of Jewellery products, Evaluate the and awareness andbuyingattitude of the women customer’s in purchasing of gold at the various jewellery retail stores. The research design used in this study is descriptive research design. Data was collected from around 200 customers from the Sri Kumaran, Joy Alukkas,TATAgold,RBS,Thangamayil jewellery retail stores by survey method. The primary data is collected through questionnaire and personal contact with customer. The secondary data is collected from journals, text books and through the internet. The data collected and analysed using simple percentage method. Chi Square and Ranking method is the statistical tool for analysing the collected data. The collected data includes personal details, customer opinion in the Jewellery retail stores, services and current benefits provided in the jewellery retail stores, rewards, autonomy, recognition and competitiveness. This paper analyses the Buying behaviour of women customer’s towards jewellery products. The study was restricted only to Tirupur city. So the results cannot be generalized. Some of the customers are not serious in their responses to the survey and as a result there are some difficulties in reaching to the right conclusion. The results may help the management of Jewellery retail stores to understand about the factors that influence the satisfaction of customers towards retail stores.