A Case Study on Online Jewellery Portals—A Potential Solution for Purchasing Jewellery during Pandemic

Abstract

Due to pandemic, the business situation is rapidly changing. The pattern of buying has changed drastically. Due to pandemic situation people fear mass gatherings and crowded markets. Due to lockdowns non- essential businesses are facing the brunt. People are preferring only essential commodities at these challenging times and non- essential product and services are facing the heat.

Indians love gold jewellery because to them it is a great way to invest money and also get social recognition. Indians buy gold for every occasion. Due to pandemic situation customers are finding it difficult to buy jewellery offline. The Jewellery business has always had slow digital adoption due to various factors. But this pandemic situation can stimulate online demand during lockdown.

This study connotes its significance by unearthing the factors or forces influencing the consumer attitudes and perceptions about the purchase of jewellery online and how online jewellery portals are a potential solution for purchasing jewellery during pandemic.