Product Involvement and Consumer Knowledge – A study with Special Reference to Branded Jewellery Consumers in Trivandrum District

Abstract

Today, the jewellery market has become a broad industry that consists of branded, non–branded, and online retailers. Branded jewellery can be considered a luxury and specialty good because a special purchasing effort is required. This paper examines consumer attitudes on the importance of knowledgeable purchase and the significance of product involvement in purchasing jewellery from branded retailers. To answer the questions of this research, a total of 100 consumers of Joy alukkas and Bhima Jewellers were selected using the quota sampling method. Descriptive statistics and Man-Whitney u test were used for this study. Consumer attitude was studied using consumer knowledge, and involvement was studied using product involvement. The research results demonstrate that the product involvement level among the consumers is very high. The consumers pay high importance towards knowledgeable purchasing so that they go through detailed information processing before purchasing. The study suggests that product attributes and precise information processing significantly influence consumers’ purchasing process.