Understanding Consumer Buying Behaviour of Jewellery: An Exploratory Factor Analysis Study

Consumer buying decision making is dynamic process which is not static in nature. Every individual contains different psychology and family and social structure. It is very difficult to predict and understand the behaviour of individual in dynamic environment. Therefore, the purpose of this research is to understand the consumer buying behaviour of jewellery. This research has conducted in Rohtak, Haryana from January to June 2018. A structure questionnaire has developed to collect the responses of buyers of jewellery. Nineteen statements have been included in questionnaire which is measured on five point likert scale. In this research, exploratory factor analysis technique is used to extract the factors. This research contributes four factors which can help to understand in decision making process of buyer of jewellery. These four factors are Perceived Quality, Promotion and Payment Options, Locality of Shop/Outlet and recommendations.