Volume 1, Issue 1, January 2022
Articles

Product and Store Attributes' Influence on Buying Behavior and Retailer Choice for Jewellery Purchase

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  • K. Janaki Priya,
  • D. Ravindran
K. Janaki Priya
Faculty, Department of Commerce, Alagappa Government Arts College, Alagappa University, Karaikudi, Tamilnadu
D. Ravindran
Assistant Professor, School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka
DOI: https://doi.org/10.59176/kjms.v1i1.2202

Published 2022-04-01

Keywords

  • Jewellery, product attributes, store attributes, retail choice

How to Cite

Priya, K. J., & Ravindran, D. (2022). Product and Store Attributes’ Influence on Buying Behavior and Retailer Choice for Jewellery Purchase. Kristu Jayanti Journal of Management Sciences (KJMS), 1(1), 66–78. https://doi.org/10.59176/kjms.v1i1.2202
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Abstract

India has a long history of preference for Jewellery products made explicitly of gold or silver metals, either for style or prestigious investment. Jewellery purchase behavior of the consumers is influenced by various elements of the product, store, service, and promotion-related attributes. This research pointed out the impact of product and store-related factors on Jewellery consumers' purchasing behavior and their decision to shop at specific retail outlets. The survey was conducted among the Jewellery purchases in the Madurai region of Tamilnadu.

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