FACTORS INFLUENCING CUSTOMER SATISFACTION ON PURCHASE OF GOLD JEWELLERY IN ERODE DISTRICT
Creators
- 1. Associate Professor & Head, Department of Commerce with CA, Kongu Arts and Science College (Autonomous), Erode, Tamilnadu
- 2. Assistant Professor, Department of Commerce, Kongu Arts Science College (Autonomous), Erode, Tamilnadu
Description
Gold jewellery is a store of value, display of wealth and position and a basic part of various rituals. Gold purchase is supported by various preferences and behaviour among the customers. Customer satisfaction is influenced by various factors connected with the brand, price, showroom, and quality of gold jewellery. Therefore, this study has been initiated to examine the various factors influencing customer satisfaction on purchase of gold jewellery. This study is carried out with a sample of 100 customers; data has been collected by using questionnaire among the gold purchasing customers. The survey instrument is constructed with four parts, such as socio-economic background, customer preference, buying behaviour, and factors influencing customer satisfaction. This study employed simple percentage analysis, Friedman’s chi-square test, t-test, and factor analysis to analyse the collected data. It was concluded that customer preference and buying behaviour provides some sort of experience on gold jewellery buying which have ultimate influence on customer satisfaction.
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Additional details
References
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