A Comparative Study between Sensory Shopping and Online Shopping of Gold Jewelry in Bengaluru

Gold jewelry is always considered auspicious and valuable product in Indian
society. Most of them look forward to gold shopping as it is an investment. This
study is conducted to understand the consumer’s opinion on gold jewelry shopping
between the sensory and online shopping modes. The objective is to understand the
impact of digitalization on gold jewelry shopping in Bengaluru amongst educated
population and to compare the consumer’s opinions. The study also discusses
various factors that affect the consumers shopping mode decision. It brings light
to the online gold jewelry marketers and gives further suggestions to push online
portals for gold jewelry shopping.