THE ROLE OF HALLMARKING IN SHAPING WOMEN'S PURCHASE DECISIONS FOR GOLD JEWELRY: INSIGHTS FROM KARNATAKA
DOI:
https://doie.org/10.5281/aazjwd83Keywords:
Hallmarking, Gold Jewelry, Consumer Trust, Women’s Buying Behavior, Karnataka, Quality Certification,,Abstract
Hallmarking is a vital certification of gold purity, which significantly creates the confidence of
consumers and purchasing behavior. This study examines the impact of the characteristics on
the decision to buy women for gold jewelry in Karnataka focusing on key factors such as trust,
price perception, quality, social influence and level of awareness. The structured quantitative
survey was carried out in 400 women from Bengalur, Mysur, Hubballi and Mangaluru, using
statistical techniques such as regression tests. The finding suggests that the characteristics
increase consumer confidence and perceived quality and strengthen its role in deciding on
purchase. However, the gaps persist, especially in radius and rural areas, which affects the
adoption rate. Sensitivity to the price and reputation of the brand continues to influence
consumers' choice. This study provides valuable knowledge of consumer behavior and
recommends targeted campaigns to raise awareness, retailers' incentives and political
interventions to strengthen adoption and promotion of ethical gold trade in India.
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