• DIVYA BHARATHI
• DR. G. P. Dinesh

Purpose: The purpose of this paper is to study the female shopping behaviour with reference to the branded jewelleries. Design/Methodology: Research design is based on exploratory and descriptive research from India on the basis of convenience sampling; with the sample size of 50 women’s (20-45 age group) & data is analysed using simple tools like averages, percentages and measurement scales. Findings: We know that jewellery has a significant adornment for Indian women and she love wearing ornaments it has come as a customary and tradition, it is also considered too auspicious in most of the rituals from ancient days and now that the disposable income of women is improving in the fast pace every day, she is a decision maker and hence she is involved in different purchase activities, where she purchase jewellery quite often. Women are lifestyle freaks and fashionable for them aesthetic looks matters a lot, they are shopping lovers, status and prestige conscious, she is the attention seeker, she love to receive jewellery gifts. Her awareness levels towards brand are too high and she doesn’t mind spending huge on jewellery but she is cautious buyer. Research limitations/implications: The study is restricted to Indian women. Originality/value: This paper contributes on few major objectives where we could study the jewellery market of India and female shopping behaviour towards jewellery. It also gives an insight about brand awareness levels in women and the different sources she refers for jewellery purchases. The different criteria’s and parameters on the basis of which she purchase jewellery and her inclination and attitudes while purchasing jewellery. How her income levels influence her in purchase activities is been studied. It also gives few strategies to the marketers to be followed to influence women in her purchase activities which can improve the market share of jewellery market drastically.

India, Women, lifestyle Industry, Branded Jewellery, Buying behaviour, Luxury Product

"FEMALE SHOPPING BEHAVIOUR WITH REFERENCE TO THE BRANDED JEWELLERIES: A CRITICAL ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.402-408, August-2018, Available :http://www.jetir.org/papers/JETIRA006073.pdf

"FEMALE SHOPPING BEHAVIOUR WITH REFERENCE TO THE BRANDED JEWELLERIES: A CRITICAL ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp402-408, August-2018, Available at : http://www.jetir.org/papers/JETIRA006073.pdf