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

Mimnun Sultana, Parag Jafar Siddique, Saiful Islam


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

Full Text: PDF
Download the IISTE publication guideline!

To list your conference here. Please contact the administrator of this platform.

Paper submission email: EJBM@iiste.org

ISSN (Paper)2222-1905 ISSN (Online)2222-2839

Please add our address "contact@iiste.org" into your email contact list.

This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.

Copyright © www.iiste.org