This paper is focused on the attitude of gold buyers towards branded and non-branded jewellers. The objective of the study is to analyse the reasons for preferring branded and non-branded gold jewellers and satisfaction of buyers towards gold jewellers. This study will useful to the owners of gold jewellers for understanding the choices and preferences of buyers, the criteria adopted by buyers in selecting a particular jeweller, in adopting a suitable pricing strategy, and in devising suitable marketing strategies, so as to serve their customers in a better way.
Gold Purchase, Buyers Behaviour, Attitude of Gold Buyers, Branded Jewellery
