A Study of Gold Ornaments Purchasing Behaviour – “Influence of Customer Perception on Design”

Abstract

This research aims to uncover the comprehensive spectrum of consumer perceptions regarding gold ornaments in Kerala, analysing the determinants of purchase behaviour and the diverse preferences for ornament designs among different demographic segments. Through a detailed examination of how consumers perceive, understand, and evaluate gold ornaments at various stages of interaction with sellers—ranging from advertisement exposure to post-purchase experiences—this study identifies the pivotal factors influencing customer decisions. It highlights the impact of personal choices, cultural background, and social influences on consumer perceptions. By consistently monitoring and influencing these perceptions, businesses can enhance their service quality, product offerings, and overall customer experience. The objectives of this study are to explore consumer perceptions, identify the factors driving purchase behaviours, analyse the influences on design preferences, provide actionable recommendations for jewellery dealers to improve their designs and service offerings, and suggest strategies to align seller and buyer perceptions more closely. This research contributes to a deeper understanding of the gold ornament market in Kerala, offering valuable insights for businesses aiming to cater more effectively to their customers' evolving needs and preferences.