Factors Responsible For Consumer Buying Jewelry

There are two sets of factors which consumers use to decide why to purchase jewelry. The first set is associated with the determination to shop for jewelry. The second set is associated with the actual purchase of the jewelry.

According to study conducted by an Advertising Age study, the first set of factors, consumers tell that they buy luxury products like jewelry for the following reasons, in a sequence ranked most important to least important:

To buy things I know will last
For my well-being
To enjoy my favorite brands
To feel good about myself
To indulge myself
To express myself
To be able to rationalize my purchase
To feel successful
To be optimistic
To be lighthearted
To make an impression
To be fabulous
As a status symbol

Most of the purchases of big ticket consumer durables are not made sensibly.