Affiliation:
1. China University of Geoscience, China
2. Silpakorn University, Thailand
3. Rajamangala University of Technology, Srivijaya, Thailand
Abstract
Diamond consumption is increasing on the Chinese mainland. To interact with their potential customer, many jewelry stores in Wuhan use offline advertising, with store flyers typically accessible in shopping streets or shopping malls. Store flyers are commonly used to advertise point of sale, new goods, in-shop promotions, and special store bargains. While diamond characteristics and information are presented in shop flyers, they are not included in the store's pitch. While the relationship between customer diamond awareness, product participation, and diamond wedding ring purchase intention might be influenced by those components. An interesting finding emerged. The target market's consumer culture is taken into consideration. Modern Wuhan people analyze product-related information on flyer, content phrasing on related advertising methods, as well as look, design, packaging, and presentation, and see advertisements as a reflection of the business and brand, as well as how they treat customers.
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