Identifying Opportunities to Improve Sales Performance of Diamond Jewelries in Coimbatore


  • Alagappa University, Karaikudi, Tamilnadu, India
  • Department of Commerce Park's College, Tirupur, Tamilnadu, India
  • Raja Durai Singam Government Arts College Sivankangai, Tamilnadu, India


Necessary care is taken by the producers and the sellers to satisfy the existing customers and develop potential customers. Likewise the Diamond jewelries in Coimbatore city located in the Chennai state of India, take initiatives to satisfy the needs of the customers in various aspects. But the sales performance was found to be good only in few showrooms. All the others experienced limited sales which are even not enough to meet their maintenance charges. This led to financial crisis with the burden of heavy repayment of loans and in some extreme cases attempt to suicide by the sellers unable to meet their commitments. These observations prompted the researchers of this paper to examine the problems faced by diamond jewelry business and also to study the sales performance by collecting primary data through a survey. Further the opportunities for diamond jewelries to improve their sales were also identified by the researchers. The results, analyses and the suggestions are reported.


Marketing, Consumer Behavior, Diamond Jewelries.

Subject Discipline

Marketing management

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