Branding of Imitation jewellery in India: A consumer-behaviour perspective

Abstract

Now that the need for understanding the psychographics of the consumers has been established it is important to understand it in comparison with that of gold jewellery as it also comes under the same segment of jewellery so that it can be very helpful in clearly differentiating this particular category. Industry experts suggest that, in India the probability of the same consumer using gold and imitation jewellery is very high. A decade ago, it was believed that gold jewellery was suitable during special occasion and imitation jewellery for daily use. But, with the increasing fashion consciousness at present, the usage of fashionable imitation jewellery during special occasions is on the rise which has created the need to understand the personality traits, shopping behaviour and the general lifestyle of consumers who are involved in imitation jewellery and those involved in gold jewellery to find the similarity and differences in characteristics of the two consumer segments.