Consumer buying behavior for branded and non branded jewellery in India

India's small, independent jewelers are starting to organize themselves into groups of four to five players to share a common brand identity and marketing strategy. The purpose of this paper is to assess Indian consumers’ brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of brands. The main aim of this study is to find out the consumer buying behavior when it comes to jewellery and investment information of consumers considering the socio-economic status of the investors. Descriptive research design was adopted in this study. Convenient sampling technique used to choose samples. Totally 120 respondents participated through by questionnaire in this study. Chi-Square analysis, Correlation analysis, one sample run test, Kruskal-Wallis Test were used to measure hypothesis and analyze the customer buying behaviour. The analysis shows that consumer is moderately aware of the branded players. The consumers buying behavior also shows a shift from content to design in jewellery. Branded jewellery players will continue to face lot of competition from local jewellers. Branded jewellery should increase their market share by bringing more innovative scheme & loyalty programs to get loyal costumers. Gold price are increasing day by day so they should increase their sales by selling biscuits of gold rather than selling more of ornaments.