SocialTFunctionTandTtheTJewelleryTPurchasingTBehaviorTPatternTof PeopleTResidingTinTWesternTNepal

Abstract

Gold is considered as a glamorous metal and as a symbol of status among people. In this study the research worker seeks to look into which factors that determinant the behavior of consumers towards branded and non-branded jewellery products. The present study was descriptive cross sectional. A sample of 430 respondents was collected out of which 27 responses were discarded in this study since they were not buying jewelery for the social function. There is a significant association between weeding (p-value>0.001) modern jewellery (p-value>0.001), between price factors (p-value>0.001) and Teej festival (p-value=0.002) with buying jewellery for social functions. A majority (73%) of the participants were the preference for buying the modern jewellery. Buying the jewellery is depends on the price factors, festival and advice given by family members.