• Shreya Gupta
• Dr. Kavita Indapurkar

Gold is the primary item of jewellery in any women jewellery collection, not only this gold acts as an investment for any household generally whenever a decision is to be taken about buying jewellery gold is generally preferred because of its store of value nature. This paper studies the gap between buying and thoughts of buying a gold jewellery with respect to women with special reference to working women. For the study purpose 200 cases of women were taken of which 100 were household and 100 were working women the approach was snowball sampling in which known 100 household and known 100 working women of Delhi ncr were approached with the objective of filing questionnaire. Questionnaire were filled online .This study will help the jewellery stores traditional and branded understand the consumers perception. Data collected is processed using statistical tools like excel and spss to do factor analysis.

Gold Jewellery, Consumer perception, Branded jewellery, Working women.

"A study of consumers awareness and perception about branded gold jewellery with special reference to working and non-working women.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 4, page no.601-607, April-2020, Available :http://www.jetir.org/papers/JETIR2004286.pdf

"A study of consumers awareness and perception about branded gold jewellery with special reference to working and non-working women.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 4, page no. pp601-607, April-2020, Available at : http://www.jetir.org/papers/JETIR2004286.pdf