A Study on Women’s Preference, Perception and Attitude Towards Jewellery Buying

Introduction – Jewellery buying is a high involvement buying situation and hence consumers consider a variety of factors before buying jewellery. This study is an attempt to study women’s preference, perception and attitude towards jewellery.

Research Methodology – Present study is a descriptive research study with expost facto research design conducted in the field setting. The primary data for the study has been collected using survey method through a structured questionnaire from 250 women respondents selected using a non-probability convenience sampling method. The respondents are largely from Navsari town of South Gujarat.

Major Findings – The findings of the study revealed that 3 out of 4 women preferred custom made jewellery instead of readymade jewellery and they preferred to buy on occasions such as marriages and festivals. It also revealed that the women have complete faith in their family jeweller as their family buys jewellery since decades. The major factors that drive them to buy from traditional/family jeweller are sentimental values and trust. The respondents showed a strong and favourable attitude towards their family jewellers.