Promotional activities are an essential element in modern marketing. In the gold ornament market of Kerala there is stiff competition. More and more promotional activities are required to induce the consumers to purchase more and more gold ornaments and augment the demand for gold ornaments. As the distance between the jeweller and consumers increases and as the number of potential consumers grows, promotional activities are absolutely imperative in the gold ornament market of Kerala. We know that promotional strategies play a very crucial role in the gold ornament market. Jewellery retailers in Kerala launch different types of promotional strategies to win over them. Here the researcher has made a detailed investigation into the influence of the three major promotional strategies of jewellery retailers on the purchasing behaviour of consumers in the gold ornament market of Kerala.
