It comes as little surprise; India is the world’s largest single consumer of gold, as Indians buy about 25 per cent of the world‟s gold, purchasing approximately 800 tons of gold every year, mostly to be melted down into jewellery.
As well as being the largest consumer, India is also the largest importer of gold. Possessing gold is firmly embedded in Indian customs and traditions. An attempt is made to understand female customers‟ intention in purchasing jewellery.
A convenient sample of 140 female customers has been selected from Guntur city for the present study. The frequency and percentage analyses were carried out to understand the socio-economic characteristics of customers and analyses is based on Chi-square, F-test and the results are interpreted.