Abstract

The study aimed to identify the factors affecting the preference, choice, and selection of jewelry among Saudi women. The study employed a descriptive research design to examine consumers’ preferences, choices, and attitudes toward buying jewelry products. For the study purpose, 500 consumers were randomly selected from different regions of Saudi Arabia. The data were collected using a structured questionnaire based on; consumer preferences, recommendations of family and friends, information sources, and other factors related to the attitude of consumers toward buying jewelry. The analysis revealed some significant factors that affect the buying behavior of women towards jewelry, such as convenient shopping, individual perspectives, product dimension, quality assurance, financial dimension, and promotional dimension. The study concluded that variety, brand name, social status, word-of-mouth publicity, price, and advertisements significantly affect the purchasing behavior of consumers.

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