The book "Understanding Consumer Preferences in Jewellery Retail: Store Selection Behaviour" by Emily Johnson looks at the complicated process people go through when they choose a jewellery store, focusing on the Madurai city region. The book uses a lot of study and analysis to show what makes people choose one store over another. It talks about things like store features, perceived value, brand image, service quality, and the social and cultural setting of buying jewellery in Madurai.Jewellery stores that want to improve their marketing strategies and get and keep customers in a very competitive industry can learn a lot from this book. Researchers and academics who are interested in customer behaviour, retailing, and marketing can also find it useful.Using both quantitative and qualitative study methods, such as surveys and interviews with customers, the book gives a full and detailed look at how jewellery shoppers in Madurai choose which stores to shop at. It talks about what these results mean for businesses and suggests ways to make customers happier, more loyal, and more likely to buy from them again.I think that "Understanding Consumer Preferences in Jewellery Retail: Store Selection Behaviour" is an important book to read for anyone who wants to learn more about how people behave in jewellery stores. It has useful information for both researchers and people who work in the jewellery business

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