Abstract:
In today's insistent world, it is very difficult to define the consumers approach and
intentions to the extent of buying process, marketers find it yet more diffrcult and
challenging to intemrpt through the integrated marketing efforts' Consumers are higher
quality conscious than before. The acquisition behavior of various consumers is varying
for various sorts of products and also this behavior opens to change over time due to
different factors. Because of the complexity of hurnan nature, it's very grasp to
understand consumer's behavior. This study is especially focusing on describing the
factors influencing consumer shop selection and purchase intention towards gold
jewelry among working women. A rise within the working population especially
working women with higher income, resulting augmented living standards even within
the rural areas providing enhanced growth projection and demand for the gold jewelry
.sector especially in Batticaloa.
women shop different needs. There are women who are self-employed' officially
employed, work in define working conditions, belong to a given ethnicity of these to
be considered by marketers. The above named categories of women buy gold jewelry
in line with their belief and taste where by their consumer behavior is distinct from one
another. so it is abundantly needed to know their behavior' Henceforth, this study
mainly focusing on working women in Manmunai North divisional secretariat' Data
was collected with the help of self-administered questionnaire based on 5 point Likerts
scale. The total sample size taken for this study was 272.The analysis of the data was
made with the help of univariate and Bivariate. correlation analysis technique explored
that all variables which were analyze in this study have significant influence on
customer shop selection and purchase intention. The influencing factors are perceived
quality, customer convenience, sales promotion, and reference group. The results
obtained from this study reveals that, among all 4 variables, reference group has more
impact on customer shop selection and purchase intention' This research will help
jeweler to develop proper marketing strategies and also give idea about consumer
perception to new enter to the market
