Gold is a valuable yellow metal and is one of the first metals to be known to man. In India gold is religion and inseparable part of culture. Today, gold has emerged as an important means for investment also. In developed countries sighting gigantic shopping malls is very common whereas in Kerala similar trend is visible among branded gold jewellery shops. Kerala has one of the largest number of gold jewellers in India. All the major jewellery brands in Kerala like Josco, Bhima, Malabar Gold, Kalyan Jewellers, Alukkas Group are competing with each other to capture the market. All of these brands have branches at national and international level and they are playing a leading role in the branded gold jewellery market in Kerala. Various factors influence consumers to choose a brand and at the same time brands are spending millions for advertisements and celebrities. The major purpose of visiting a branded gold jewellery shop, factors influencing the buying behaviour of consumers and the association between these factors and brand selection are the core areas covered in this study.
