GOLDEN CHOICES: ANALYZING CONSUMER BUYING BEHAVIOR FOR GOLD JEWELLERY IN COIMBATORE

Abstract

Gold jewellery has long held cultural, emotional, and economic significance, particularly in India, where it represents wealth, tradition, and investment value. This study explores consumer buying behavior towards gold jewellery in Coimbatore city, examining the factors that influence purchase decisions, preferences, and brand loyalty. Using a combination of surveys, interviews, and case studies, the research analyzes demographic influences, price sensitivity, design preferences, and the impact of marketing strategies on consumer choices. The findings reveal that quality, purity, price, and trust in the retailer are key determinants of buying decisions, while cultural factors and gifting occasions also play a significant role. The study provides actionable insights for jewellers and marketers, emphasizing the need for personalized offerings, transparent pricing, and targeted promotional strategies to enhance customer engagement and satisfaction. By understanding the behavioral patterns of consumers in Coimbatore, this research contributes to the development of more effective marketing and sales strategies in the gold jewellery sector.