Psychological Factors

Psychological Factors

1) People realized that the jewelry is more important in our daily life, it can shows that        our purchasing power, status symbol and lifestyle. Many people are known that jewelry is much expensive, furthermore the economic uncertainty, people need burden the life so they need use more time to decide buy it or not. For this reason, they to be willing buy some products which the price is suitable and it cans show-off themselves.

2) There are different attitude between male and female:

Male

The male buying motivation formation is due to the role of external factors such as family, companion and friends. Besides, they buy things rapid and decisive.

Female

For the female, the psychological characteristics in the consumer goods, especially emotions control the buying motivations and buying behavior. Regardless of young women or middle-age, they are willing to dress up themselves beautifully and show their feminine charm. When they buy certain goods, the first thought is that this product can show their beauty, will be able to increase their own image of beauty and attractive. At the same time they are often under the influence of peers. For example, they buy the things similar with others.

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Cultural

In past, people thought that buying jewelry is women’s patent. They love to match the evening dress. As time goes on, more and more men try to buy jewelry for themselves and wear it for everyday clothes. Moreover, they realize that jewelry means “commitment to remain unchanged”. This concept is consistent with our aim which is unceasing to “trying stuff take us to places we never imagined”.