Towards Excellence

(ISSN No. 0974-035X)
(An indexed refereed & peer-reviewed journal of higher education)
UGC-MALAVIYA MISSION TEACHER TRAINING CENTRE GUJARAT UNIVERSITY

IMPACT OF DIGITAL DEVELOPMENTS ON JEWELLERY BUYING BEHAVIOUR

Authors:

Swati Phophalia, M K Sharma, Shweta Kastiya

Abstract:

Although most of us like to shop jewellery in-store but due to impact of COVID 19,  the pandemic  emphasized  the  importance  of  digital  presence  of  jewellery  stores. Before the pandemic, website of the jewellers are not on top priorities and focus on  their physical stores.

The  trend  of  buying  precious  jewellery  from  the  trusted  jewellery  store  is  shifting nowadays, with more consumers willing to buy jewellery online. Indian consumers have never been more welcoming to internet jewellery purchases than they are  now.  Thus the objective of this study Impact of Digital developments on jewellery buying behaviour. The primary data for the study has been collected in between the month of October- December,

2021. A questionnaire has been designed  on point likert  to collect the responses of buyers of jewellery. Ms Excel and SPSS 22 softwares have been used to draw up the conclusion and test the hypotheses.

Keywords:

Jewellery, online, retailing, consumer behaviour 

Vol & Issue:

VOL.14, ISSUE No.1, March 2022