A Study on Perception of Consumers towards Gold Jewellery in Sivakasi, Tamil Nadu

Authors

  • A. Joseph Xavier Department of Commerce, Ayya Nadar Janaki Ammal College, Sivakasi, Tamil Nadu, India
  • G. Kamalam Department of Commerce, Ayya Nadar Janaki Ammal College, Sivakasi, Tamil Nadu, India

DOI:

https://doi.org/10.51983/ajms-2016.5.2.1207

Keywords:

Perception, Branded and Non-branded jewellery, Garrett ranking, Chi square test

Abstract

Consumer perception refers to how consumers view a certain product based on their own conclusions. The success of a business depends upon its ability to attract and retain customers that are willing to purchase goods and services at prices that are profitable to the company. Consumer perception describes how customers and potential customers view a company and its products and services. Consumer perception is important to businesses since it can influence consumer behavior, which ultimately affects the profitability of a business. Many businesses spend large amounts of resources to influence consumer perceptions. In the present study the researchers analysed the consumer perception towards Branded and Non-branded jewellery in the study area. For that analysis, they used the tools like Chi square test, Garrett Ranking, Percentage Analysis etc. and make out the valid suggestions based on the findings of the study.

References

Rncos. (2006). Indian Customers Showing Interest in Branded Jewellery. Journal Of Gems & Jewellery, 10(1), 12-16.

Shah, V. (2012). Change in Leadership of Gem and Jewellery. Journal Of Gem & Jewellery, 50(5), 22-23.

Kala, A. (2010). Diamond World. Thomson Press Ltd., Faridabad, Volume: 38, No.: 4, 12-14.

Zaveri, S. (2003). Branded & Gold Jewellery Market In India. The Jewellers, 5/6, 17-21.

Ekanayake, S., & Abeysinghe, D. (2010). Entrepreneurial Strategic Innovation Model for Attaining Premium Value for the Sri Lankan Gem and Jewellery Industry. Asian Academy of Management Journal, 15(2), 217-237.

Downloads

Published

16-08-2016

How to Cite

Joseph Xavier, A., & Kamalam, G. (2016). A Study on Perception of Consumers towards Gold Jewellery in Sivakasi, Tamil Nadu. Asian Journal of Managerial Science, 5(2), 15–22. https://doi.org/10.51983/ajms-2016.5.2.1207