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VOL. 10, ISSUE 2 (2024)
Factors influencing customer purchase intention towards gold jewelry with special reference to working women
Authors
A Jearucshi, T Prabaharan
Abstract
In today’s dynamic market landscape,
understanding consumer behaviour and purchase intentions, especially in the
context of gold jewellery among working women, presents a significant challenge
for marketers. With consumers becoming increasingly quality-conscious, their
purchasing decisions are influenced by various factors, which may evolve over
time. This study delves into the factors shaping consumer purchase intention in
the gold jewellery sector, focusing specifically on working women in the Manmunai North divisional secretariat, Batticaloa,
Sri Lanka. By collecting data via a self-administered questionnaire using a
5-point Likert scale, a sample size of 272 respondents was analysed using
Univariate and Bivariate techniques. The findings indicate that sales promotion
and reference groups significantly impact customer purchase intention. Notably,
the reference group emerges as the most influential factor. These insights can
inform jeweller marketing strategies and provide valuable insights for new
market entrants.
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Pages:1-5
How to cite this article:
A Jearucshi, T Prabaharan "Factors influencing customer purchase intention towards gold jewelry with special reference to working women". International Journal of Commerce and Management Research, Vol 10, Issue 2, 2024, Pages 1-5
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