OCCASIONAL BUYING PREFERENCE OF JEWELLERY PRODUCTS AMONG JEWELLERY CONSUMERS

Abstract

Jewellery business is an ever-growing business in developing countries like India irrespective of economic or cultural changes. Though the Jewellery purchase especially golden Jewellery is believed to be an essential investment and for prestige rather than for beautifying purpose. This study attempts to examine and describe the consumer purchase preference and behavior of consumers in buying process. The research work was done with 650  Jewellery buyers in Madurai .