A STUDY ON THE PERCEPTION OF CONSUMERS’ TOWARDS GOLDJEWELLERYWITH REFERENCETOHYDERABAD

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DR. CH. NAGARAMYAKIRAN

Abstract

ThepurposeofthispaperistostudytheperceptionofconsumerstowardsgoldjewelleryinHyderabad.Well-structured questionnaire was designed to elicit the opinions from respondents. Research design is basedon descriptive research from Hyderabad on the basis of convenience sampling; with the sample size of 128respondents&dataisanalysedusingtechniqueslike percentages and Garrett ranking. In the present study the researcher is intended to know the socio-economic profile and analysed the consumer perception towards branded and non-branded jewellery in Hyderabad. For that analysis, they used the tools like PercentageAnalysis, Garrett Ranking. It has been observed that respondents came to know about branded jewellery from their friends, relatives and also from website and non-branded jewellery from local TVchannels. Respondents wish to buy from Tanishq (preferred jewellery brand) and like to wear during casual parties.Thepresentstudyis restricted to Hyderabad region only.

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