A COMPREHENSIVE STUDY ON ANALYSING CONSUMER BUYING PREFERENCES WITH RESPECT TO SILVER JEWELLERY

This study focuses on analysing consumer buying preferences regarding silver jewellery. The research investigates various factors that influence consumers' purchasing decisions, including price, design, quality, brand reputation, authenticity and hallmark, customer reviews and ratings and packaging. Data collection methods that is Questionnaire was used to gather information from a sample of consumers. The findings reveal that Quality and Craftmanship is a significant factor for consumers when buying silver jewellery, with the majority preferring affordable options. Additionally, consumers prioritize unique and aesthetically appealing designs that align with their personal style. Authenticity and Hallmark and durability are also crucial considerations.