“ANALYSIS OF CONSUMER BUYING DECISION TOWARDS GOLD JEWELRY WITH REFERENCE TO P N GADGIL JEWELERS PRIVATE LIMITED, AURANGABAD, MAHARASHTRA”

In India, gold is promoted largely for purchasing and selling physically or in the form of ornaments. It is appreciated as savings and investment which is a preferred investment in India. It is not only bought for personal use but also as a safe investment with high liquidity. It is also purchased for gifting on various occasions which are considered to be pious. Consumer awareness refers to how customers analyze a certain product to their own conclusions. The objective of the study is to understand the buying behavior of customers towards P N Gadgil Jewelers in Aurangabad. The study had a sample size of 120 Respondents and the data collection method was a Personal Interview through online mode.