• Rajani.P

Gold also plays a large position in the economy of a country. Consumer behavior primarily refers to how and why people make the purchase decisions they do. Marketers strive to grasp this behaviour so they can better formulate appropriate marketing stimulus that will result in increased sales and brand loyalty. Consumer buying behaviour in jewellery industry can be calculated on the interiorl parameters such as Popularity of the brand, Trust in the brand, Impact of any occasions such as Festivals, Birthday, Anniversary, Marriage, Engagement etc., Celebrity Endorsement, Promotion, Brand Name, Exhibitions, Launch of new collections.The study was based on both primary and secondary data. The study throws light on consumer behavior pattern in purchasing gold jewellery .

Gold, Consumer, Buying behaviour

"CONSUMER BUYING BEHAVIOUR TOWARDS GOLD JEWELLERY WITH SPECIAL REFERENCE TO KOTTAYI PANCHAYATH, PALAKKAD DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.434-440, December-2018, Available :http://www.jetir.org/papers/JETIR1812A58.pdf

"CONSUMER BUYING BEHAVIOUR TOWARDS GOLD JEWELLERY WITH SPECIAL REFERENCE TO KOTTAYI PANCHAYATH, PALAKKAD DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp434-440, December-2018, Available at : http://www.jetir.org/papers/JETIR1812A58.pdf