A STUDY ON THE ROLE OF TRANSPARENCY LABELS IN CONSUMER GOLD PURCHASE DECISION

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ABSTRACT Transparency labels have become an important factor influencing consumer purchase decisions in the gold jewellery market. Consumers today are more conscious about the purity, authenticity, and pricing of gold before making a purchase. Transparency labels such as hallmark certification, purity details, weight accuracy, making charges, and tax information help consumers understand the true value of gold products. These labels play a significant role in building consumer trust, reducing uncertainty, and ensuring fair transactions. his study aims to analysis the role of transparency labels in consumer gold purchase decisions. The research focuses on understanding how information provided through labels influences consumer confidence, trust, satisfaction, and buying behaviour. The study adopts a quantitative research design, and primary data were collected through a structured questionnaire from 100 respondents. Secondary data were gathered from journals, books, websites, and other published sources related to gold purchasing behaviour. Percentage analysis and ranking methods were used to analysis the collected data. The findings reveal that transparency labels significantly influence consumer trust and purchase decisions. Consumers prefer gold jewellery that provides clear information regarding purity certification, weight, making charges, and tax details. The presence of transparency labels increases consumer confidence and reduces the risk associated with gold purchases. The study concludes that transparency labeling plays a vital role in improving consumer satisfaction and strengthening trust between consumers and jewellers.

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