A Study on Factors Influencing Customer's Buying Behaviour of Gems and Jewellery in Koshi Zone of Bihar

The gems and jewellery sector holds significant cultural, social, and economic importance in Bihar,particularly in the Koshi Zone, where jewellery purchases are closely linked with traditions, festivals,and life-cycle events. The present study examines the key factors influencing customers’ buyingbehaviour of gems and jewellery in the Koshi Zone of Bihar. The study aims to analyze howdemographic variables, socio-cultural influences, product attributes, pricing, brand reputation, andpromotional strategies affect purchase decisions. Primary data were collected through structuredquestionnaires administered to customers across selected districts of the Koshi Zone, while secondarydata were sourced from journals, reports, and industry publications. Statistical tools such aspercentage analysis, ranking methods, and simple descriptive techniques were used for data analysis.The findings reveal that purity and quality of jewellery, price transparency, trust in the jeweller, andtraditional preferences play a dominant role in influencing buying behaviour. Factors such as designvariety, certification (hallmarking), after-sales services, and seasonal offers also significantly impactcustomer choices. Additionally, income level, age, and cultural customs were found to shapepurchasing patterns. The study concludes that understanding customer expectations and buildinglong-term trust are crucial for jewellers operating in the Koshi Zone. The results offer valuableinsights for jewellery retailers to frame effective marketing strategies and enhance customersatisfaction in this region.