Effective Promotional Strategies Adopted by Various Jewellery Stores in Chennai City

Abstract

This study is performed in an advertising and marketing place to discover the advertising and marketing techniques followed with the aid of using gold jewellery in Chennai. This study facilitates locating the commercial popularity, aggressive manufacturers in the jewellery industry, exposure campaign’s consciousness of jewellery stores, and apprehend the promoting blend that affects the acquisition selection located via the take a look at. The present study attempts to explore the gold jewellery industry in Chennai city. The study presents comprehensive information on consumers’ perceptions and preferences towards gold jewellery, buying behaviour and attitude toward gold jewellery marts. It also aims to generate data and information on the marketing strategies, product strategies, pricing strategies, promotional strategies, place/distribution strategies adopted by jewellery retailers, and their problems and prospects. The sampling technique adopted was convenience sampling. A sample of 150 respondents had been decided on from Chennai city. The information gathered was categorised for analysis using techniques such as simple percentage analysis and the chi-square analysis. The results of this study give a suitable proposal and advice to help them enhance their marketing and advertising campaigns.