FACTORS INFLUENCING USE OF AN ONLINE JEWELLERY AGGREGATOR

Abstract

Aggregator is a website which collects related items of content & displays them or links up to them. Be it taxis (Ola, Uber etc.), hotels (Trivago, Oyo etc.), groceries (Zydos, Grofers), food (Swiggy, Munchery, Food Panda etc.), or travel (Make My Trip), aggregator business model has entered in & has disrupted many industries. This model involves organizing an unorganized and populated sector like taxis, hotels etc. and provides the services under one brand. There is potential for the aggregator business model in Indian jewellery industry. In order to understand this potential from customer’s perspective; an exploratory research was done on the topic – ‘Factors Influencing Use of an Online Jewellery Aggregator