JMGT_V5_N2_RP8 Valarmathi Journal on Management 2230 – 715X 5 2 50 59 Purchase Decision, Advertisement, Jewel, Media, Women This paper discusses about the Advertisements and Jewel Purchase Decisions. Advertising is a powerful communication force, highly visible, and one of the most important tools of marketing communication that helps to sell products, services, ideas, images and so on. The research work is based on the objectives to understand the sources of information available in the Jewel Market of Coimbatore District, consumer's attitude at the time of jewel purchase, the advertisements and jewel purchase decisions in Coimbatore District. The data codified electronically have been analyzed with the help of several statistical tools such as Weighted Average, Friedman's Rank Test and Reliability Model. This study reveals that the consumer awareness is at an all time high. Women are aware of what they are going to buy. The role of advertisement is inevitable in the present circumstances. The success of the sales depends upon the effective marketing strategies with the help of which, the base for the brand is built. Women are more conscious about quality and purity of the product in particular about gold ornaments. They can't be deceived by fake advertisements and offers. Not only they consider gold jewel as a thing to beautify them but also they consider it as a profitable saving option. Women like to do shopping where credit facilities are available, middle class women are inclined to buy in shops which offer good credit facility. The working women buy jewels regularly and periodically. September - November 2010 Copyright © 2010 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=1303