Factor Analysis of Consumer Behaviour in Jewellery Business: An Empirical Study on Bangladesh

Abstract

This study analyses major determinant factors that drive consumers while purchasing jewelry in Bangladesh. It is based on factor analysis through a survey of questionnaire performed using SPSS software. The key findings figures out three major factors of consumer behavior- Operational and marketing Factors, Perceived Quality, and Serviceability and Conformance. Additionally, result confirms major group of consumers are middle aged female housewives, who prefers to buy plain gold. Such study is rarely available in the context of Bangladesh. Findings are important for the entrepreneurs and policy makers of jewelry industry.

Keywords: Jewellery Business, Consumer Behaviour, Bangladesh, Factor Analysis