An Investigation of Theory of Reasoned Action While Purchasing Branded Jewellery

Sudhanshu Pattnaik

It is considered to be an auspicious metal which important part of all Indian. Gold market was in the past was governed by shopkeepers who were goldsmith transferred from their family business. After liberalisation, many companies opened their gold outlets hence enabling the entry of branded jewellery in the Indian Market. This paper intends to find out the factor influencing an Indian consumer to buy branded jewellery. All the hypothesis were accepted except the PBC was not found to be significant for BI which implies that while purchasing branded jewellery perceived behavioural control though influence the intention to buy the branded jewellery but it doesn’t influence behavioural intention.

Volume 11 | 10-Special Issue

Pages: 411-414

DOI: 10.5373/JARDCS/V11SP10/20192822