CONSUMER PERCEPTION AND PURCHASE INTENTION TOWARDS BRANDED JEWELLERY IN INDIA: THE MEDIATING ROLE OF CUSTOMER SATISFACTION

Abstract

This study examines the relationship between consumer perception, customer satisfaction and purchase intention in the Indian branded jewellery market, with a focus on the mediating role of customer satisfaction. A structured questionnaire was administered to 390 respondents and data were analyzed using Structural Equation Modeling (SEM). The findings reveal that consumer perception significantly influences both purchase intention and customer satisfaction, while customer satisfaction partially mediates the effect of perception on purchase intention. The results highlight the importance of perceived quality, brand image, trust and service experience in shaping consumer behavior, offering actionable insights for jewellery marketers to enhance brand loyalty and engagement. These findings contribute to understanding the dynamics of branded jewellery consumption in India and provide directions for future research in digital marketing, emotional branding and cross-cultural consumer behavior.