A study on the effectiveness of integrated Marketing communication in the gold Jewellery market

Abstract

The ever expanding trends in the marketing scenario evoke curiosity and newlinecreativity. The cultural background shows that the Indian people have a great newlineaffinity and fascination for gold. Gold is not a product but a commodity which newlineis homogeneous and indistinguishable. India is deemed to be the hub of global newlinejewellery market because of its low cost and availability of highly skilled newlinelabour. The three huge global markets for gold jewellery are China, India and newlineUnited States of America, each accord for a unique cultural significance. newlineAcquiring jewellery is closely connected to celebrations, functions, festivals, newlineself-expressions, religious myths and hopes for future in these countries. The newlineresearch brings out the effectiveness of Integrated Marketing Communication newlinein the Gold Jewellery Market and the constituents affecting the buying newlinebehaviour of customers, by pin pointing Thrissur district, the Gold Hub of newlineKerala as the chosen destination. The study adopted Descriptive and newlineExploratory research methodology. Uni-variate analysis, Factor analysis, newlineANOVA and Regression analysis were employed to address the problems in newlinethe research. From the study, it was found that integrated marketing newlinecommunication plays a significant role in the gold jewellery market. It is newlineobvious that creative marketing communication highly influence the customer newlinebuying behaviour. It takes into consideration the perspective of both the newlinecustomers and the retailers of gold jewellery and suggests the right combination newlineof marketing communication techniques to achieve the sales as well as newlinecommunication objective of the research being carried out. The research newlineenables the jewellery merchant to devise suitable policies, plans and strategies newlinein a more effective manner to promote its business.