This study aims to explore the consumer behavior towards Indian jewellery, examining the factors that influence purchasing decisions, attitudes, and preferences among consumers in India. The study employed a qualitative approach, using in-depth interviews with 30 participants from urban and rural areas of India. The findings reveal that Indian consumers are driven by a combination of emotional, social, and cultural factors when purchasing jewellery. The results suggest that cultural heritage, family tradition, and social status play a significant role in shaping consumer behavior.

The study found that 70% of participants reported that they purchase jewellery for special occasions such as weddings, festivals, or birthdays. The majority of respondents (80%) preferred traditional designs, such as intricate workmanship, gemstones, and engravings, indicating a strong affinity for heritage and cultural roots. Additionally, 60% of participants reported that they consider the quality of materials, durability, and craftsmanship when making purchasing decisions.

The results also highlight the significance of word-of-mouth recommendations and social influence in shaping consumer behavior. 50% of respondents reported that they rely on friends and family members for recommendations when buying jewellery, while 30% mentioned that they seek advice from local jewelers or experts.

The study further reveals that 40% of participants reported being influenced by celebrity endorsements and advertising campaigns when purchasing jewellery. However, only 20% mentioned that they are influenced by online reviews or social media.