An Empirical Study on Consumer Buying Behaviour towards Organized and Traditional Jewellery Stores

Abstract

The diverse and competitive complexion of the Organized versus Traditional jewellery has a major impact on consumers buying behavior. With the continuous development in jewellery designs consumers are more attracting towards branded jewellery stores. The Research is primarily focused on consumer buying behavior towards Organized and traditional jewellery stores. The Organized jewellery stores includes branded jewellery stores like Tanishq, TBZ, Kalyan jewelers etc. And Traditional jewellery stores are mainly family managed business operating at small scale. The study also highlights the important elements which influence the buying behavior of consumers which refers to the way people view a particular product based on their own findings. The main objective of study was to know the difference in buying behavior of consumers of Organized and traditional stores. Researcher has used Likert scale technique to collect the responses from consumers and used Two-Sample T- test to test the hypothesis.