Contabilidade e Marketing

An Empirical Study of Changing Behavior in the Jewellery Market

Abstract

Kumara LM and Kumar NT

The study contributes to a deeper understanding of the impact of different factors such as age, education, and income on consumer buying behaviour in jewellery market with respect to Vijayawada city. It analyses the relationship between age, education, income (independent variables) and consumer behaviour related to store preference (dependent variable) in the jewellery market. The data employed to analyze the factors were obtain through a questionnaire that was conducted in April 2015 in Vijayawada a city in India. The prime reasons for the growth of organized retailing are increase in the rate of literacy, growing middle class penetration, highly disposable income, changing lifestyles of Indian consumers. The success of the market or its failure depends on the purchase behavior of customers. Hence in the present study an analysis of the changing purchase behaviour of consumers is undertaken in the Vijayawada city with respect to jewellery market. The major findings of the study indicated that store preference, age, education, annual income, were weakly associated with consumer buying behaviour.