Promotional Strategies for Marketing to Rural Consumer and Tapping the Evolving Rural Markets: A study on the Gold Ornament Market

In the gold ornament business, the concept of promotion aims at reaching out to the desired consumers and persuades them to act. Owing to excessive specialization, mass production and competition, promotional strategies have become indispensable in the gold ornament business. In this study the researcher scrutinized the relationship between consumers of different areas and the influence of various promotional strategies of jewellers on their purchasing behaviour in the gold ornament market of Kerala. The primary and secondary data were used for conducting this study. The secondary data has been acquired from thesis, journals, business magazines, marketing survey reports, internet and books. The multistage random sampling techniques were resorted to as the sampling procedure for collecting primary data. The result of the study revealed that a majority of the respondents were influenced by the jeweler advertisements and offers provided by the jeweler retailers in Kerala. But a large number of gold consumers were not influenced by brand ambassadors in the gold ornament market of Kerala. Here Chisquare test is used for showing the relationships between different variables selected for this study. The result of the study reveals that there is a significant relationship between the area of the residence of consumers and the influence of some promotional strategies such as advertisements, appointing brand ambassadors and offers in the gold ornament market of Kerala.