• Nimbhorkar Neelima Bhagwanrao
• Dr. Bhupendra Bahadur Tiwari

This study investigates the awareness, purchasing behaviour, and satisfaction related to hallmarked jewellery among customers in Bangalore. The sample comprises 342 respondents, predominantly females aged 36-45 years, with most employed and earning a monthly household income above Rs. 1,00,000. The findings reveal no significant differences in the level of awareness of hallmarking based on age and no significant association between demographics and purchasing behaviour. Nonetheless, consumers are far more satisfied with hallmarked jewellery than with non-hallmarked jewellery, indicating that hallmarking has a beneficial effect on customer satisfaction. With a Cronbach's Alpha of 0.752, the scale shows adequate reliability, and the research uses non-parametric testing because of departures from normalcy. Limitations include the regional focus, self-reported data, and lack of qualitative insights. These findings highlight the importance of hallmarking in shaping consumer satisfaction and suggest potential benefits for stakeholders in the jewellery industry to promote hallmark standards.

Keywords: Hallmarked jewellery, Consumer awareness, Purchasing behaviour and Consumer satisfaction.

"“Customer Buying Behaviour Towards Hallmarks Jewellery in Bangalore”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.a699-a710, May-2025, Available :http://www.jetir.org/papers/JETIR2505075.pdf

"“Customer Buying Behaviour Towards Hallmarks Jewellery in Bangalore”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppa699-a710, May-2025, Available at : http://www.jetir.org/papers/JETIR2505075.pdf