Determinants of Consumer Trust in Branded Gold Jewellery Retailing: An Empirical Study

Abstract

Trust is one of the most important factors affecting the gold jewellery sales of individual brands. The present study explores the significant factors that increase consumer trust such as product quality, authenticity, brand reputation, pricing transparency, service quality, and aftersales. This study is quantitative descriptive research with primary data obtained from 400 consumers. Hypothetical analysis shows that the key determinants for consumer trust in certified products, transparency in pricing, and brand reputation are the most influential determinants in driving increased purchase intention and customer loyalty. The results point to the need to have customer-centric retail operations, conducting the business ethically and delivering services effectively to build trust and ensure a competitive advantage in the organised gold jewellery retail segment.