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- Title
A STUDY OF CUSTOMERS' ATTITUDE AND BEHAVIOUR ON JEWELLERY PURCHASE IN SALEM DISTRICT.
- Authors
DEEPA, S.; NATARAJAN, M.
- Abstract
Gold is a precious metal that has been valued by people since ancient times. People use gold for coins, jewellery, ornaments and many industrial purposes. Until recently, gold reserves formed the basic of world monetary systems. Gold is a chemical element with the symbol 'Au' which is short for the Latin word for gold 'Aurum', which means "shining dawn". Women's are passionate about jewellery as it represented a symbol of feminity and even social status. Designer's men's jewellery is also popular among men and boys. Jewellery is one of the many adornments that have evolved and changed overtime. In this research paper, we studied the customer's attitude and behaviour on jewellery purchase. The sample respondents have been selected from the various taluks of Salem District based on the number of jewellery shops and population. In this study, survey method is used to collect the primary data through a well designed questionnaire. Questionnaire method helps in fulfilling several purposes like measurement, descriptions and drawing inferences. The results are compared and analyzed by using descriptive analysis, average score analysis, chi-square analysis, Analysis of variance and multiple regression.
- Subjects
SALEM (India); CONSUMER behavior; JEWELRY purchasing; CONSUMER attitudes; MULTIPLE regression analysis; ANALYSIS of variance; GOLD jewelry
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 2, p137
- ISSN
2249-4561
- Publication type
Article