alexa An Empirical Study of Changing Behavior in the Jewellery Market
ISSN: 2168-9601

Journal of Accounting & Marketing
Open Access

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Research Article

An Empirical Study of Changing Behavior in the Jewellery Market

Kumara LM and Kumar NT*

DVR & Dr. HS MIC College of Technology, Kanchikacherla, Andhra Pradesh, India

*Corresponding Asuthor:
Nagendra Kumar T
Research Scholar, DVR and
Dr. HS MIC College of Technology
IC College Road, Off NH 9, Kanchikacherla
Krishna District, Andhra Pradesh, India
Tel: 086782-73535

Received October 20, 2015; Accepted December 18, 2015; Published January 01, 2016

Citation: Kumara LM, Kumar NT (2016) An Empirical Study of Changing Behaviour in the Jewellery Market. J Account Mark 5:149. doi:10.4172/2168-9601.1000149

Copyright: © 2016 Kumara LM, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.


The study contributes to a deeper understanding of the impact of different factors such as age, education, and income on consumer buying behaviour in jewellery market with respect to Vijayawada city. It analyses the relationship between age, education, income (independent variables) and consumer behaviour related to store preference (dependent variable) in the jewellery market. The data employed to analyze the factors were obtain through a questionnaire that was conducted in April 2015 in Vijayawada a city in India. The prime reasons for the growth of organized retailing are increase in the rate of literacy, growing middle class penetration, highly disposable income, changing lifestyles of Indian consumers. The success of the market or its failure depends on the purchase behavior of customers. Hence in the present study an analysis of the changing purchase behaviour of consumers is undertaken in the Vijayawada city with respect to jewellery market. The major findings of the study indicated that store preference, age, education, annual income, were weakly associated with consumer buying behaviour.


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