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This book seeks to find out the influence of different marketing strategies on acquiring and retaining consumers of various income levels in the gold ornament market. Making a deep insight into the marketing strategies in the Indian gold market, it describes influence of product-related, price-related, promotional, place-related and consumer-oriented marketing strategies on the behaviour of consumers in the gold ornament market in the country.

It discusses at brief the effect of price reduction strategies on jewellers, types of gold purchasing plans, influences of promotional strategies of jewellers and retailers, advertisements, and brand ambassadors, opinion of consumers regarding purchase of gold ornament from a particular retailer, years of experience with retailers, frequency of gold ornament purchase from a particular retailer, and the reason for purchasing ornaments from a particular shop. Social responsibility programme and relation marketing strategies of jewellers and retailers also make part of the discussion.