Evaluating the Impact of Demographic Factors and Marketing Activities on Consumer Awareness of Artificial Jewellery in Delhi City

Abstract

This paper estimates the impact of demographic factors and marketing activities on consumer awareness in purchasing the artificial jewellery in Delhi City. It examines how age, gender, occupation, income, education, marital status, and residential area impact the consumer awareness. Additionally, it evaluates the importance of various marketing strategies, including television advertisements, social media campaigns, celebrity endorsements, and in-store promotions, in influencing the consumer knowledge and purchasing behavior. Data were collected from 409 respondents through an online survey and analysed using SPSS. Hypothesis testing revealed significant effects of age, occupation, income, education, marital status, and residential area on consumer awareness. Marketing activities were found to have a strong influence on increasing awareness, particularly social media and influencer promotions. The findings provide understandings into the importance of targeted marketing strategies and the role of demographic factors in consumer decision-making in the artificial jewellery market.