For Indians, gold jewellery is an accumulation of value, a revelation of wealth and a basic element of copious rituals. According to various business studies, the South Indian States account for 60 per cent of gold sales in India, and the Kerala State devours about Rs 20, 000 crores and is homed to a number of the Asia's largest gold retail showrooms. The present research study attempts to work out the women's desirability towards branded gold jewellery retail outlets especially in the Kottayam area. The study makes use of primary and secondary data. A sample of 230 women from Kottayam area is collected from five residence associations by using multistage random sampling method. The results make clear that women are attracted towards branded gold jewellery retail outlets because of the brand name, years in business, word of mouth publicity, advertisement, celebrity, latest design etc.
Women Buying Behaviour, Retail Outlets, Gold Jewellery, Brand Name, Advertisement
