A Study on Organised Retail in India:Jewellery Retailing in Gujarat

In this book author have done study from the Customer and Retailer(Real Jewellery) Perspective.There is an entry of many branded jeweller,effect on the traditional/conventional jeweller,and the perception and buying behaviour of the customer towards the jewellery(Real Jewellery) whether branded or non-branded jewellery.Further study concludes that though their is entry of branded jeweller, customer of Gujarat is having mind set to purchase chunky jewellery from their known family jewellers only,Working women is having craze to purchase branded jewellery and they do purchase it for their regular wear.Customer are having awareness and knowledge regarding purity and they prefer to purchase jewellery with hallmark.