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FACTOR ANALYSIS OF CONSUMER PERCEPTION IN JEWELLERY BUSINESS: AN EMPIRICAL STUDY ON PUNJAB

AUTHORS:
Gaganpreet kaur
Mentor
Dr. Baldeep Singh , Dr. Sandeep Singh Virdi
Affiliation
University School of Applied Management ,School of Management Studies
DOI: 10.55041/ijsmt.v2i3.031
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Consumer perception refers to how consumers view a certain product or service. It is key factor that influencing the buying behaviour of individuals, and ultimately, it decides the profitability of the business. Product success or failure depends on consumer perception and purchase behaviour. Hence, the business concern has been taking several initiatives through their marketing and advertising strategies to influence the consumer perception and their purchasing behaviour. This study focuses on the perception and preference of working women who buy plain gold towards branded gold jewellery. The primary data was collected from 200 females through a well-structured questionnaire and interview schedule. This study analyses the determining factors that drive consumers while purchasing jewellery in Punjab. The key findings figure out three major factors of consumer perception- Price & Economic Considerations, Trust, Quality & Authenticity, and Store Experience & Promotional Influence. The findings of this study are important for the entrepreneurs and policymakers of the jewellery industry.

Keywords
Jewellery Business Consumer perception Behaviour Factor Analysis
Article Information
PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 03
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Mar 08 2026
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kaur, G. (2026). Factor Analysis of Consumer Perception in Jewellery Business: An Empirical Study on Punjab. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.031

kaur, Gaganpreet. "Factor Analysis of Consumer Perception in Jewellery Business: An Empirical Study on Punjab." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.031.

kaur, Gaganpreet. "Factor Analysis of Consumer Perception in Jewellery Business: An Empirical Study on Punjab." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.031.

References
1.Asha K. & Christopher S. Edmund (2014), “A study on buying behaviour of customers towards branded and non-branded gold jewellery with reference to Kanyakumari district, International Journal of Management, Vol. 5, Issue No.10, pp. 105-114.

2.Dubois, B., Duquesne, P. (1993), “The market for luxury goods: Income versus culture”, European Journal of Marketing, Vol. 27, Issue No. 1, pp. 35-44.

3.Deepa, S & Natarajan, M (2013), “A study of customers’ attitude and behaviour on Gold Jewellery purchase in Salem district”, International Journal of Research in Commerce & Management, Vol.4, Issue No. 2, pp. 137-142.

4.Honey, M (2013), “Gold and consumer behaviour – a comparative study of cochin and delhi”, Cppr-centre comparative studies, working paper series, pp.1-14.

5.Karmoker, K., & Haque, M. E. (2018), “Impact of demographic factors of consumers on online shopping behaviour: A study of consumers in India”, AMCIS 2002 Proceedings, 74.

6.Lee, J., & Kim, H. (2023), “Mobile apps and consumer engagement in jewelry retail”,

Journal of Mobile Marketing.

7.Martin, L., & Lewis, R. (2024), “The role of online reviews and UGC in jewelry marketing”, Journal of Marketing Communication.

8.Mulky, A. G. et al. (2015), “A study on market entry strategies in the platinum jewellery sector”, Journal of Electronic Commerce Research, Vol. 6, Issue No.2, pp. 78-89.

9.Moraes, C., Carrigan, M., Bosangit, C., Ferreira, C., & McGrath, M. (2017), “The impact of internet user shopping patterns and demographic on consumer mobile buying behaviour”, International Journal of Engineering and Management Sciences, Vol. 3, Issue No. 1, pp. 43-52

10.Roberts, T., & White, M. (2023), “Online reviews and user-generated content in jewelry retail”, Journal of Consumer Behavior
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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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