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Seema Kotwani, Atul Pandey, A University, Rewa
2017 International Journal of Engineering Technology   unpublished
From the ages, fashion for gold is legendary among women of our society. In the study the primary objective is to seek out the buying behaviour of women towards branded gold jewellery in Lake City Bhopal-Capital of Madhya Pradesh. During the course of study the researcher tried to find out Brand Awareness level and various factors influencing their buying pattern. The analysis reveals that the women are eminently aware of the brand players taken under study and design, offers, and purity are
more » ... , and purity are the most influencing factor while buying.