• Dr. G.G. Bhuvaneswari
• Dr. S.S. Suganthy

The Indian market is well known for its diversity and marketers here are engaged in marketing a host of products and product variants in order to cater to the large consumer tastes differences that can be categorized regionally and religiously. Gold is a formidable part of showcasing the Indian customs and traditions. The culture celebrates many religious festivals and occasions such as weddings when gold is worn as part of the colourful and lavish outfits. Customers are now want worth for money as gold rates are heading north. Gold was just a safe investment for small-town people. They used to buy heavy jewellery during the marriage season. But now they also look for genuine, trendy and designer jewellery. It is equally important to understand what compels the consumer to actually make a purchase, as opposed to just generating interest. Some consumers respond based on how they are feeling, or more emotionally, while some are focused on making the wisest economic decision. This study focus attention on the preference of gold ornaments by women buyers.

Consumer Behaviour, Gold, Invesment, Jewellery, Ornaments, Preference, and Women Buyers

"Preference of Different Types of Gold Ornaments by Women Buyers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.d692-d697, July-2023, Available :http://www.jetir.org/papers/JETIR2307388.pdf

"Preference of Different Types of Gold Ornaments by Women Buyers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppd692-d697, July-2023, Available at : http://www.jetir.org/papers/JETIR2307388.pdf