Analyzing Consumer Behavior Towards Luxury Jewelry Brands

Abstract

Luxury brands have been able to make a name for themselves for more than 2 decades, and a variety of perceptions involving brand name, price, quality, uniqueness, prestige etc., grew as well. This quantitative study aims to analyze consumer behaviour towards luxury branded jewelries to be able to instill a desire to purchase with the use of a survey. The significance of the study is to further delve into the importance of the relations between variables that affect the buying decisions of consumers on luxury branded jewellery, along with the understanding of consumers' key driving factors. This study also aims to show marketing managers how to boost their sales during this pandemic by allowing them to remodel their branding and advertising strategy to boost sales. The results showed that there is a correlation between key drivers to consumer purchase intention. Moreover, Intention and Perspective have significant relation towards purchase behaviour and result in a positive effect on post-purchase behaviour. Implications are further discussed.