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Understanding the Effect of Cultural Factors on Consumers Moods While Purchasing Gold Jewelry: With Reference to Brand Tanishq
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Author(s): Shruti Santosh Nair (Symbiosis International (Deemed University), India)and Mallika Gautam Gulati (Symbiosis International (Deemed University), India)
Copyright: 2019
Pages: 21
Source title:
Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch014
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Abstract
The researchers believe that the category of gold jewelry is evolving rapidly and has a lot of potential. Delving deeper into the topic will give a more holistic understanding of how marketers can target the Indian jewelry segment better. Understanding the patterns of buying behavior of gold jewelry consumers will help the researchers derive insight on how to market gold better. The way things currently pan out show the great role of promotional activities in the business of marketing gold jewelry. Through various sources and various ways big business establishments in gold jewelry are creating awareness on their brand. There are various promotional activities followed by jewelry shops for attracting new consumers and also for satisfying their existing consumers. Advertisements are of various types and still play a significant role as a promotional strategy especially in the gold jewelry market. The regional factors greatly influence it.
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