Main Article Content
Abstract
Customer Satisfaction is a function of perceived performance and expectations if the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied. Jewellery is used for personal adornment, such as brooches, rings, necklaces, earrings, and bracelets. The wide range of materials is used to make these Jewellery but gem stones, precious metals like gold, beads, and shells have been most often used. The Study deals with customer satisfaction towards Jewellery in Nagercoil Region. And also to study the Demographic and Economic factors influencing customer behaviour, customer perception towards Gold Jewellery, customer preferences towards various Jewellery models, designs, type of Jewellery and their buying pattern. The researcher has selected 150 customers for the present study. The researcher used both primary and secondary data for the analysis. A questionnaire was used by the researcher for collecting data. The statistical tools have been used for the analysis. The results of the study reveal the customer have purchased gold Jewellery for the purpose of investment. Design has been considered as an important factor influencing the customers purchase decision followed by purity