ATTITUDE OF CUSTOMERS TOWARDS PREFERENCE OF READYMADE JEWELLERY (with special reference to Ramanathapuram town)

M.Hariharan; Dr. S.Rajendran

Volume : V, Issue : XI, November - 2016

ATTITUDE OF CUSTOMERS TOWARDS PREFERENCE OF READYMADE JEWELLERY (with special reference to Ramanathapuram town)

M. Hariharan, Dr. S. Rajendran

Abstract :

Marketing includes all the activities that direct the flow of goods and services from producer to customer. Marketing makes all the luxuries into necessities. Emerging trend of marketing is consumer oriented. Obtaining the customer satisfaction is the aim of every business. Customer is the King, Nerve center of every business. A study conducted in Delhi in 2001 about Non – hall marking gold jewels sold in the market found that the average purity of gold was less by 15.5% in 22 carat gold. A Researcher had pointed out that after the introduction of Hall mark – jewels, customers are aware of Quality – conscious rather than Discount conscious, 90% of jewellery purchasers bought their ornament from traditional jewelers and opt the readymade jewellery from the shop . Hence, this is an attempt to disclose what is the attitude of customers towards preference of Readymade jewellery