THE ROLE OF HALLMARKING IN SHAPING WOMEN'S PURCHASE DECISIONS FOR GOLD JEWELRY: INSIGHTS FROM KARNATAKA

Hallmarking is a vital certification of gold purity, which significantly creates the confidence of consumers and purchasing behavior. This study examines the impact of the characteristics on the decision to buy women for gold jewelry in Karnataka focusing on key factors such as trust, price perception, quality, social influence and level of awareness. The structured quantitative survey was carried out in 400 women from Bengalur, Mysur, Hubballi and Mangaluru, using statistical techniques such as regression tests. The finding suggests that the characteristics increase consumer confidence and perceived quality and strengthen its role in deciding on purchase. However, the gaps persist, especially in radius and rural areas, which affects the adoption rate. Sensitivity to the price and reputation of the brand continues to influence consumers' choice. This study provides valuable knowledge of consumer behavior and recommends targeted campaigns to raise awareness, retailers' incentives and political interventions to strengthen adoption and promotion of ethical gold trade in India.