Swati Phophalia, M K Sharma, Shweta Kastiya
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.
Jewellery, online,
retailing, consumer behaviour
VOL.14, ISSUE No.1, March 2022