Impact of Branded Jewelry Retailing on Traditional Gold Retailers: Insights from Bilaspur Division

Abstract

Branded retailing has brought contemporary retail processes and new customer expectations to the gold jewellery business, causing a considerable upheaval. Focussing on how conventional shops in the Bilaspur Division are adjusting to these new trends, this research investigates the effects of branded jewellery sales on these businesses. The study used a mixed-methods strategy to examine primary data gathered from interviews and surveys with customers and more conventional merchants.