The modern consumer behaviour has developed as a complex system involving interactions of various social and economic factors. Although consumer behaviour was a part of the subject matter of human beings, studies got it’s identity as a separate area of the research study in recent past only. Almost marketing of every product is considered as consumer oriented. The present day marketing is mostly influenced by consumers’ life styles. Lifestyles vary according to the status of consumers. The rate of social change has a great deal to do with variations in lifestyle. The increase in number of double income families have resulted in completely different lifestyles since 1980 in India which increased the standard of living. It resulted in a large portion of the population’s income spent on wants and desires like cosmetics, textiles and jewellery in addition to basic needs. This study focus on the buying behaviors of women towards gold ornaments analyze the socio-economic characteristics and to investigate the preference of the buyers, their purchase details and the problems in the purchase of gold ornaments, examine the role of influencers in the purchase of gold ornaments and the extent of consideration of their suggestion in the purchase decision

Key words:

Purchase ,Consumer. Economic, Jewellery, Women’s, Gold ornaments