A STUDY ON WOMEN'S BUYING BEHAVIOUR AND SATISFACTION TOWARDS GOLD JEWELLERY

In India, gold is promoted largely for purchasing and selling physically or in the type of ornaments. It is appreciated as a savings and investment which is a preferred investment in India. Jewellery is not only for the purpose of admiration but as well as security in times of emergency on often expensive and can be sold on every occasion there is want in need of money. In India, women are gifted jewellery at different times such as birth, puberty, marriage, on becoming a mother.Gold in India serves many functions and wearing it has several implications. It is considered as a status symbol. Consumer buying behaviour has changed dramatically in the past few years and they are being influenced by family, friends, reference groups and society in general. Indian consumers are becoming more aware and quality consciou