Factors That Affect the Purchase of Jewellery

Jewellery forms one of most valuable possessions in a woman’s life. Woman tries to treasure their trinkets in the best possible ways. Whether one plans to shop for gold or diamond jewellery from reputed jewellery stores one needs to keep in mind various things. Even though brand image affects the most for purchasing jewellery, still it is seen that the quality of the trinket is given a huge importance. After all, every woman attaches a great deal of emotion with the items they want to purchase or have purchased previously.

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Jewellery Industry 

If one takes a close look into various news report one gets to see that the jewellery industry is growing at a fast rate. Almost more than 1 lakh of jewellery shops and over 450000 are spread across the length and breadth of the country. Statistics have shown that almost 45% vendors are present who only deals with diamonds. Rest of the vendors is ready to deal with a wide range of trinkets like gold, diamond, and platinum.

Factors That Affect Trinket Purchasing Behavior

Once, you get an idea about the jewellery industry, another point which is worth considering is the factors that influence the purchase of jewellery.  They are:

  • Cultural

No one can deny the fact the culture plays a leading role in affecting the purchasing behavior of customers. According to some jewellery stores in some culture, purchasing ornaments is a must. There the ornaments are often passes as a family heirloom.

  • Social

On the other hand, society plays a huge role in forcing a person to invest in a piece of jewellery. For example, in order to keep up with the social stature many women considers investing good amount of money in purchasing trinkets. Also, on hearing about a good store from the friend circle, many people consider visiting the store.

  • Psychological

Another important factor which greatly influences the purchase of trinkets from leading jewellery stores is because of psychological reasons. Many people in western countries purchase a piece of trinket during their wedding with the belief that it would help them to look good. Moreover, it would complement with their attire.

Other Factorsjewellery stores

Brand: While these are some basic factors that affect the purchase of trinkets, other factors like brand and quality equally plays an important role. Statistics have shown that quality is often associated with brand name. For example, a consumer in order to get better quality product would obviously go for a branded shop. They won’t go to jewellery shops for purchasing non-branded products.

Pricing: Jewellery stores believe that pricing of the trinket plays a huge role in influencing a person to decide whether they should invest in the trinket or not. If a store is selling a low-quality gold ring at a high rate, it won’t have buyers. Even if discounts are given it won’t bring customers. Only if the item is made of 22 k gold, it can be bought by customers.

One should pay careful attention to the aforementioned points which can affect the purchase behavior. Make sure you can invest in the item before you head to any jewellery stores.

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