According to a study conducted by JCK Magazine, nearly 67 percent of total jewelry is a planned purchase, while 33 percent is a spontaneity purchase.
For planned purchase of jewelry, consumers indicate “price” as the most vital factor which determines which type of jewelry they are likely to buy. After “price,” the following factors are mostly considered, ranked in sequence from most important to less important, as per the JCK Magazine study.
More than 50 percent of jewelry shoppers indicated these factors as very important:
- Product quality
- Salesperson’s honesty
- Store reputation
- Salesperson’s knowledge
Less than 50 percent of jewelry shoppers indicated these factors as important:
- Store display
- Brand name
- Store location
- Advice from another shopper
- Store hours
According to a study conducted by Money magazine, impulse purchases are mostly made by women. In a study about the differences in how men and women comprehend and spend money, the researchers recognized that factors, like self-worth, childhood experiences and the way money was dealt by their families, and gender matters most in purchasing things.