Brand Icons and Brand Selection- A Study on Gold Jewellery Consumers of Selected Branded Gold Jewellery Shops in Kerala
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 6
Abstract
Creating awareness of a product in the mind-set of existing as well as prospective consumers is the most important function of marketing. This awareness can be created only through a medium called ‘message’. There are different channels through which a message can be communicated. These include electronic media, print media, personal selling and public relations. Jewellery shops in Kerala adopt a blend of these methods for promoting their business. There is hectic competition between traditional jewellers, branded gold jewellery shops and some national branded gold jewellery shops. Hence gold jewelers in Kerala are trying their best to create and maintain a good relationship with their consumers. Gold jewellers are following their own unique methods and strategies to maintain their existing consumers as well as to attract new consumers. Promoting jewellery business through brand icons is one among the various strategies followed by gold jewellery shops. The present study analyse consumers opinion about the icons and the influence of icons on the buying behaviour of the gold jewellery consumers of selected branded jewellery shops in Kerala.
Authors and Affiliations
Dr. Dayana Sajjanan, Jacob Joseph . P
Keywords
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