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Garg, Kanika
- A Study of Consumer Behaviour towards the Gold Jewellery
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Authors
Affiliations
1 Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Panipat, Haryana, IN
1 Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Panipat, Haryana, IN
Source
IAHRW International Journal of Social Sciences Review, Vol 6, No 4 (2018), Pagination: 555-559Abstract
Gold has a greater importance in our society. This study is conducted to analyze the consumer behaviour towards the gold. The main objective of the study to identify the purpose of purchasing gold, factors influencing the purchasing decision. For this objective primary data is collected from 150 respondents through structure questionnaire. Descriptive statistics has been used for data analysis. The study found that most of the consumer purchase gold mainly for investment purpose. There are various factors which affect the purchase decision of the consumer such as brand name, price, promotional schemes, quality, design.Keywords
Consumer Behaviour, Gold, Purchase Decision.
References
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- Comparison Between Customer Satisfaction Towards Big Bazaar and Vishal Mega Mart
Abstract Views :616 |
PDF Views:0
Authors
Affiliations
1 Department of Management Studies, Panipat Institute of Engineering and Technology Samalkha, Panipat, Haryana, IN
2 Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Panipat, Haryana, IN
1 Department of Management Studies, Panipat Institute of Engineering and Technology Samalkha, Panipat, Haryana, IN
2 Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Panipat, Haryana, IN
Source
IAHRW International Journal of Social Sciences Review, Vol 6, No 4 (2018), Pagination: 615-619Abstract
The present study is an attempt to measure the customer satisfaction of two competitive Indian retail brands and draw a comparison between the two based on customer service quality and value creation. The comparative analysis is drawn using measurement scale has been defined to measure the descriptive analysis using primary data. The findings include how and to what extent customer service quality and value creation affect customer satisfaction in case of both the brands. The number of factors influencing customer satisfaction is restricted to two, which can be increased as time progresses and modern retail businesses gets matured in Indian market with development and interplay of more factors and surely can provide further scope of future research. This research work will help the retail managers in general, including those of the concerned brands, to understand their key areas of strength comparatively and accordingly frame their strategies for decision making in order to improve customer satisfaction and gain competitive advantage.Keywords
Customer Service Quality, Value Creation, Customer Satisfaction, Measurement.References
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