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A STUDY ON WOMEN'S PREFERENCE, PERCEPTION AND ATTITUDE TOWARDS JEWELLERY BUYING

机译:妇女对珠宝首饰购买的偏好,感知和态度研究

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Introduction - Jewellery buying is a high involvement buying situation and hence consumers consider a variety of factors before buying jewellery. This study is an attempt to study women's preference, perception and attitude towards jewellery. Research Methodology - Present study is a descriptive research study with ex-post facto research design conducted in the field setting. The primary data for the study has been collected using survey method through a structured questionnaire from 250 women respondents selected using a non-probability convenience sampling method. The respondents are largely from Navsari town of South Gujarat. Major Findings -The findings of the study revealed that 3 out of 4 women preferred custom made jewellery instead of readymade jewellery and they preferred to buy on occasions such as marriages and festivals. It also revealed that the women have complete faith in their family jeweller as their family buys jewellery since decades. The major factors that drive them to buy from traditional / family jeweller are sentimental values and trust. The respondents showed a strong and favourable attitude towards their family jewellers.
机译:简介-珠宝购买是一种高度参与的购买情况,因此,消费者在购买珠宝之前会考虑多种因素。这项研究旨在研究女性对珠宝的偏爱,看法和态度。研究方法论-本研究是描述性研究,采用事后现场进行的事后研究设计。这项研究的主要数据是使用调查方法通过结构化调查表收集的,该调查表是使用非概率便利抽样方法从250名女性受访者中选择的。受访者主要来自南古吉拉特邦的Navsari镇。主要发现-研究结果表明,每4名女性中就有3名更喜欢定制珠宝而不是现成珠宝,她们更喜欢在婚姻和节日等场合购买珠宝。这也表明,随着几十年来她们的家人购买珠宝,这些妇女对自己的家庭珠宝商有着完全的信心。促使他们购买传统/家庭珠宝商的主要因素是情感价值和信任。受访者对他们的家庭珠宝商表现出强烈而有利的态度。

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