Rekha, I S (2016) A study on customer perception towards online precious metal jewellery shopping in India. International Journal of Applied Business and Economic Research, 14 (14). pp. 251-257. ISSN 09727302

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Abstract

The objective of this paper is to examine the difference in perception between online and non-online jewellery buyers toward online precious metal jewellery shopping in India. Data was collected through online questionnaire from eighty respondents using Snowball sampling technique. Perceptions of respondents were compared on the basis of twelve statements with respect to online shopping of precious metal jewellery. The twelve statements were grouped into four factors i.e., Product, Convenience, Service and online shopping hindrances and the composite score were calculated for each grouping factor. Independent sample test was applied on collected data set to analyse and compare the difference in perception of respondents of two groups of respondents. A significant difference is observed in the perception of two groups in case of three set of factors i.e. Product, Convenience and Service.

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