IGNOU CPIP-104 Project – Consumer Behaviour in the Gold Jewellery Market of Patna, Bihar

Gold is one of the oldest precious metals known to man & for years it has been valued as a global currency, an investment, a commodity and an object of beauty and India is not an exception to this. India’s love affair with gold is timeless spanning over centuries and millennia (Godbole&Arekar, 2015). Jewellery is valued as an important savings and investment vehicle in India. Even in present times, Jewellery remains the Indian bride's Streedhan', the wealth she takes with her when she marries and which remains hers. Gold jewellery is the preferred jewellery worn by women in India irrespective of their religious beliefs. In marriages, gold jewellery is the gift preferred by the near relatives of the bride and the groom.

Objectives

• The following objectives are formulated for the present study :-
• To assess the effectiveness of marketing strategies on consumers of gold jewellaries in Patna, Bihar.
• To assess the attitude of consumers towards different marketing strategies in the gold jewellary market of Patna, Bihar.
• To give suggestions and recommendations based on the findings of the study in order to strengthen the present marketing strategies in the gold jewellary market of Patna, Bihar.

Topic Covered

• Introduction
• Review of related literature
• Research Methodology
• Data analysis & Interpretations
• Findings, Recommendations and Conclusion
• Bibliography
• Questionnaire