Abstract
India has a long history of preference for Jewellery products made explicitly of gold or silver metals, either for style or prestigious investment. Jewellery purchase behavior of the consumers is influenced by various elements of the product, store, service, and promotion-related attributes. This research pointed out the impact of product and store-related factors on Jewellery consumers' purchasing behavior and their decision to shop at specific retail outlets. The survey was conducted among the Jewellery purchases in the Madurai region of Tamilnadu.
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