*Associate Professor in Commerce, Department of Commrce, Holy Cross College, Tiruchirappalli, Tamil Nadu
**Assistant Professor in Commerce, Sri Ramalinga Sowdambigai College of Science and Commerce, Coimbatore, Tamil Nadu
Online published on 21 August, 2014.
It is undeniable that gold has been viewed as one of the oldest and most valuable commodity in the world. The history of gold marketing starts from 2600 BC. It may be the first metal used by humans by ornamentation and rituals. The World Jewellery Market has undergone significant changes in the last five years. India is the leading country for Jewellery manufacture at around 650 tones annually. Gold has been considered the most desirable of precious metals, and its value has been used as the standard for many currencies in history. Gold has been used as a symbol for purity, value, royalty.. The gold market has always been bullish and is steadier when compared to other investment means such as the stock market and the FOREX scene. One of the salient features about the gold is that a single gram of weight is not at all wasted since its exploration.
I conclude that a majority of jewellery purchase are planned well in advance, the strong level of awareness about 916 hallmarked jewellery scheme occupy the first place in the marketing strategy of jewellery retailers in India.
Buying behaviour, marketing strategy, Gold products, marketing plan
