Abstract: This research paper investigates the consumer purchasing patterns for branded and traditional jewellery within Rajkot City, Gujarat, India. Through a combination of surveys, interviews, and observational data, the study aims to analyse the preferences, behaviours, and motivations of consumers when it comes to purchasing jewellery. By exploring the dynamics between branded and traditional jewellery markets, this research sheds light on the factors influencing consumer choices in Rajkot City's jewellery sector. 100 samples collected by using survey method employed by questionnaire. Chi square and percentage analysis have been used for testing hypotheses and finding suggest that There is a significant difference in consumer awareness toward branded jewellery compared to traditional jewellery and Consumer purchasing decisions for jewellery are significantly influenced by convenience over brand preference.

Keywords: Jewellery, Buying Behaviour, Consumer, Brand, Traditional

Download: | DOI: 10.17148/IMRJR.2025.021002 Consumer