Vol. 3, Issue 1, Part L (2017)

Abstract
In India, jewellery had great importance, because of its traditional and aesthetic value It was not used merely to beautify, but also acted as a store of wealth, marked the rituals of life, signified status, conferred respectability and marked the wearer’s identity, social background and every stage in life, from birth to death. It also had a close association with religion, fortune, and health, and was a source of production from misfortune and illness, and a medium of prayer and congress with the divine. One of the jewellery’s most important functions was as a store of wealth, whether of gold, Silver or even base metal for it was easily portable and had a high value relative to its weight. The amount of jewellery owned by a woman also signifies her status and adds to the riches in her name. Jewellery has covered its journey since the beginning as an evolving art form. The beauty of Indian jewellery lies in the uniqueness of its design and the efforts of the workmanship involved in creating the intricate designs. The tradition of adorning oneself with jewellery has gained even more vigor in the modern days The objective of the study is to get response about various factors affecting the buying behaviour of jewellery products and it was identified that behind purchasing jewellery price, purity and design which scores the maximum.