A Study on Perception of Consumers towards Gold Jewellery in Sivakasi, Tamil Nadu

Abstract

Consumer perception refers to how consumers view a certain product based on their own conclusions. The success of a business depends upon its ability to attract and retain customers that are willing to purchase goods and services at prices that are profitable to the company. Consumer perception describes how customers and potential customers view a company and its products and services. Consumer perception is important to businesses since it can influence consumer behavior, which ultimately affects the profitability of a business. Many businesses spend large amounts of resources to influence consumer perceptions. In the present study the researchers analysed the consumer perception towards Branded and Non-branded jewellery in the study area. For that analysis, they used the tools like Chi square test, Garrett Ranking, Percentage Analysis etc. and make out the valid suggestions based on the findings of the study.