Significance of image building towards consumers’ preference in branded and non branded jewellery

Indian market is over-the-top with varied designs and offerings. Indians are very traditional. Customers are now want worth for money as gold rates are heading north and Gold was just a safe investment for small-town people. Their perception towards gold has changed from panoramic preference to genuine, trendy and designer jewellery. This is evident in their offerings, collection and merchandising campaigns. The study of consumer behavior is concerned not only with what consumers buy, but also with what they buy it, when, from where and how they buy it and how often they buy it. It is concerned with learning the specific meanings that products hold for consumers. Consumer research takes place at every phase of the consumption process; before the purchase, during the purchase and after purchases. It attempts to understand the buyer decision processes/buyer decision-making process, both individually and in groups. It studies the characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants and tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. The study of consumer behavior is the study of how individuals make decision to spend their available resources on consumption-related items. The model that has been used to achieve the objective of this study was to find whether there is a relationship between customer preference towards branded and non-branded jewellery with the help of primary data and standardized questionnaire. The statistical tool used in the study was Multiple Linear Regression model and Structured Equation Model. This study used descriptive research design, convenience sampling and the sample size is 224. The primary purpose or studying as part of a marketing curriculum is to understand why and how consumers make their purchase decisions. These insights enable marketer to create the brand image using various integrated marketing communication. The results show that the branded jewellery showroom place lots of efforts towards image building and preference of the consumers delineates towards the latter.