A Study on Influence of Advertisement Media on Womens' Purchase Behaviour towards Jewellery in Coimbatore city

Gold and precious gems have played a pivotal role in the Indian social fabric and economy. It has traditionally been valued in India as a savings and investment vehicle and even today. This study is undertaken to analyses the advertisement media influencing the purchase decision and also to find factors in advertisement media influencing the consumer to purchase jewellery. The primary data was collected from 200 respondents in Coimbatore using questionnaire under convenient sampling technique .The statistical tools like Simple Percentage and Chi – square analysis are applied in this study. The findings show that majority of the respondents are influenced by television advertisements