Factors influencing the working women’s buying behavior of gold jewelry with special reference to virudhunagar district

Abstract

Gold is a metal that attracts a lot of people. Gold is a liquid asset, which can be easily converted into cash. Among Hindus, gold is considered to be the icon of Lakshmi, the goddess of wealth and prosperity. That is why still when the price rises, people continue to acquire it. Consumer perception is vital for all the business unit. The perception of consumers influences their consumer behavior, which will affect the profit of the business. This research attempts to determine the factors that influence customers to purchase gold jewelry in general and to know the consumer perception towards jewelry in the study area in particular. Gold is considered as a secured form of investment against any financial crisis because of its easy liquidity. An attempt has been made in this study to find the factors influencing the customers to purchase gold jewelry.