Effectiveness of the Brand Awareness of Jewellery in Kerala: A Case Study

Abstract

The demand for jewellery globally is growing, and the industry is adopting innovative technologies to maintain quality, consumer confidence and preference. Consumers today are more quality-conscious and are looking for fineness rather than price. Customer perception is a vital determinant, and preferences are merely a psychological introspection in buying behavior. This is more for custom-oriented commodities like gold. Gold price movement shows a stochastic pattern; the jewellery sector is not embedded with local resources. Traditional goldsmiths who make ornaments and sell them in Kerala are essential in the present retailing system in the gold jewellery business. So, studying the brand awareness of the jewellery business in Kerala is critical. In sales, a customer is the recipient of good service, a product or an idea obtained from a seller, vendor or supplier via a financial transaction or exchange for money or some other valuable consideration.