• Dipesh P. Patel

Purpose – The objective of the research is to understand which are the factors that influence the purchase intention of the women of two different cities of Gujarat towards store based real jewellery. Research Methodology – The study is based on Focus Group Discussion (FGD) where two different segments of women were taken – one working women and other housewives. The data was collected from two different cities of Gujarat – Surat and Bhavnagar based on the understanding of the culture, lifestyle, and convenience. Based on various objectives like to understand consumer motivation, reason for purchase, preference of branded or local jeweller, reasons for trust, perception and attitude and how much knowledge the respondent have. Findings &Conclusion– The result gave an understanding on various factors that influence the purchase intension of women towards real jewellery. And there were various reasons like budget, quality of product, design and exchange, offers were few major parameters that influenced them towards buying of real jewellery from store.

Trust, Perception, Attitude, Influence to Purchase, Real Jewellery, women

"FACTORS INFLUENCING THE PURCHASE INTENSION OF WOMEN TOWARDS STORE BASED REAL JEWELLERY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.39-47, March-2018, Available :http://www.jetir.org/papers/JETIR1803421.pdf

"FACTORS INFLUENCING THE PURCHASE INTENSION OF WOMEN TOWARDS STORE BASED REAL JEWELLERY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp39-47, March-2018, Available at : http://www.jetir.org/papers/JETIR1803421.pdf