Product Involvement and Consumer Knowledge – A study with Special Reference to Branded Jewellery Consumers in Trivandrum District
Abstract
Today, the jewellery market has become a broad industry that consists of branded, non–branded, and online retailers. Branded jewellery can be considered a luxury and specialty good because a special purchasing effort is required. This paper examines consumer attitudes on the importance of knowledgeable purchase and the significance of product involvement in purchasing jewellery from branded retailers. To answer the questions of this research, a total of 100 consumers of Joy alukkas and Bhima Jewellers were selected using the quota sampling method. Descriptive statistics and Man-Whitney u test were used for this study. Consumer attitude was studied using consumer knowledge, and involvement was studied using product involvement. The research results demonstrate that the product involvement level among the consumers is very high. The consumers pay high importance towards knowledgeable purchasing so that they go through detailed information processing before purchasing. The study suggests that product attributes and precise information processing significantly influence consumers’ purchasing process.
References
Dauriz, L., Remy, N., &Tochtermann, T. A multifaceted future: The jewellery industry in 2020. (2014, February 1). McKinsey & Company. https://www. mckinsey.com/industries/retail/ourinsights/a-multifaceted-future-thejewellery-industry-in-2020
Guthrie, M. F., & Kim, H. (2008). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133. https://doi.org/10.1057/bm.2008.28
Hanzaee, K., & Ghafelehbashi, S. (2012). The role of product involvement, knowledge, and perceptions in consumer purchase behavior of counterfeits: Perspective Islamic Country. Journal of Basic and Applied Scientific Research, 2(1), 418-425.
Jdinstitute. (2021, March 23). JD Institute of Fashion Technology. JD Institute of Fashion Technology. https:// jdinstitute.co/the-real-definition-offine-jewellery/
Kinley, T. R., Josiam, B. M., & Dutta, K. (2014). The Indian consumer experience: Shopping behavior and the involvement construct. https://doi.org/10.31274/itaa_ proceedings-180814-935
Liang, Y. (2012). The relationship between consumer product involvement, product knowledge and impulsive buying behavior. Procedia - Social and Behavioral Sciences, 57, 325- 330. https://doi.org/10.1016/j. sbspro.2012.09.1193
Lin, W. (2012). Factors affecting highinvolvement product purchasing behavior. Quality & Quantity, 47(6), 3113-3133. https://doi.org/10.1007/ s11135-012-9707-2
Michaelidou, N., & Dibb, S. (2006). Product involvement: An application in clothing. Journal of Consumer Behaviour, 5(5), 442-453. https:// doi.org/10.1002/cb.192
Muhammad, S. A., & Muath, L. S. (2018). Impact of brand elements on brand equity: An applied study on Jordanian corporations. African Journal of Marketing Management, 10(3), 17-27. https://doi.org/10.5897/ ajmm2016.0493
Noronha, M. (2017). Asian Research Consortium Deciphering the Branded Jewellery Phenomenon in India : A Summary of Issues and Strategies. 6(2), 1–9.
Rafi, & Rafi. (2015). Impact of Specialty Goods Specifications on Customer’s Purchase Intentions. Management and Administrative Sciences Review, 4(3), 555-567. https://www. academia.edu/13580064/Impact_ of_Specialty_Goods_Specifications_ on_Customer_s_Purchase_ Intentions
Samar Minal. (2013). A Study of Customers Psychology And Conduct In Relation To Social Ethical Branding And Non Branding Matters In Indian Jewellery Industry. Handle.net. https://doi.org/http://hdl.handle. net/10603/252189
Sudhanshu, G. (2013). Consumption of Luxury Brands An Insight into Consumer Purchase Intention. University, January 2017. https://doi. org/10.13140/RG.2.2.20179.09765
Whitehead, A. L., Julious, S. A., Cooper, C. L., & Campbell, M. J. (2015). Estimating the sample size for a pilot randomised trial to minimise the overall trial sample size for the external pilot and main trial for a continuous outcome variable. Statistical Methods in Medical Research, 25(3), 1057–1073. https:// doi.org/10.1177/0962280215588241
