A study on impact of advertisement of consumer behaviour towards gems and jewellery at chengalpattu.

Abstract

The gems and jewelers industry occupies an important position in the Indian industry especially in the Indian economy.  It is a leading foreign exchange earner, as well as one of the fastest growing industries in the country.  The Indian gems and jewelers industries are largely unorganized at present.  There are over 15000 players across the country in the in the gold processing industry, of which only about 80 major players have a turnover of over Rs.200 million. In this study, an attempt is made to find out the factors, which influence the consumers to buy the Gems And Jewellery at chengalpattu.  Convenience sampling method is applied for selecting sample customers. .  The questionnaire method is adopted as the instrument for data collection.  The questionnaire is distributed directly to 120 consumers. The statistical techniques such as percentages, Chi-Square test, Correlation was used for analyzing the data and results were interpreted.  India was one of the first countries to start making fine gems and jewelers industry today, most of the gems and jewelers industry in India is handmade.

Majority of the women consumers read the instructions on the package and very particular about brand, which color of gems suitable to them, date of packing and MRP. This behavior is an outcome of women empowerment through education and development.  The behaviors pattern of the gems and jewelers industrial users revealed by the study is very useful to the gems and jewelers product manufacturers and marketers in their policy making process and strategic decisions.