Main Article Content
Abstract
This paper examines the buyer behaviour of Traditional Jewellery shop Buyers and Branded Jewellery shop Buyers. Holding of Gold Jewellery denotes wealth of an individual and it form a part of various rituals. Buyer expects more transparency for choosing their expected gold ornaments with numerous designs. Modern marketing concepts paves ways for new and innovative idea orient business and one such is Branding. Nowadays buyer prefers to buy branded products rather buying it from the old and traditional shops. Buyer behaviorsare different from the selection of shops. Marketers are exploring various ideas to attract both type of buyers to their showrooms. This study aims to find the expectation and opinion of both Buyer of gold ornaments from Traditional Jewellery Shop and Branded Jewellery Shop.