• Dr. M. MATHIVANAN
• D.SANGEETHA

Indian jewellery market is one of the largest market. Gold has become an inseparable part fused into the psyche of the Indian. Gold is primarily considered as a security and also fixed assets, especially in India. More over Gold is not purchased in order to make profit except the sellers. Gold acts as a hedge against inflation, Gold acts as a reservoirs for future contingencies. Gold acts as a tradable instrument for consumers to sell or exchange the jewellerey at a reasonable price. But it is important to know that the consumers have the awareness about gold quality, purity, fineness, making charges, wastage charges, hall mark certificate issued by Beaurea of Indian standarad, current market price etc. Many of the buyers even today purchase the gold jewellery without considering its quality from non branded stores. Many of the jewellery are not ready to get back their own jewels people get the low resale value from the other shops which they purchased from their regular shops. This shows the lack of awareness among the consumer of jewellery shops in India. Hence this article is to analyse the awareness of consumer in gold jeweles.

"A STUDY ON CONSUMER AWARENESS ABOUT GOLD JEWELLERY IN NAGAPATTINAM DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.514-519, April-2019, Available :http://www.jetir.org/papers/JETIR1904Q81.pdf

"A STUDY ON CONSUMER AWARENESS ABOUT GOLD JEWELLERY IN NAGAPATTINAM DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp514-519, April-2019, Available at : http://www.jetir.org/papers/JETIR1904Q81.pdf