Abstract
Abstract: This paper is focused on the attitude of gold buyers towards branded and non-branded jewellers. The objective ofthe study is to analyse the reasons for Sjewellers and satisfaction ofbuyers towards gold jewellers. This study will useful to the owners of gold jewellers forunderstanding thechoices and preferencesof buyers, the criteria adopted by buyers in selecting a particular jeweller, in adopting asuitable pricing strategy, and in devising suitable marketing strategies, so as to serve their customers in a betterway.
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