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Understanding Customer Preferences for Branded Jewellery in India: A Vis a Vis study
Dr. Laxmi Sharma
Abstract:
The jewellery industry is one of the fastest-growing sectors in the Indian economy, comprising both organized and unorganized segments. Currently, the industry is predominantly unorganized, with the organized sector holding a smaller share. However, recent years have seen a steady increase in the organized sector's share, largely due to rising awareness and preference for branded jewellery. This paper explores customer preferences for branded jewellery, aiming to determine these preferences and suggest strategies for jewellers to enhance them.
Jewellery businesses employ various techniques to boost their profits and market share, focusing on earning customer trust and confidence. Our study found that customer preference for branded jewellery is on the rise. Consumers increasingly favor lightweight, fashionable branded pieces over local and unbranded alternatives. This shift reflects a growing emphasis on design over mere content in jewellery choices.
