Factors Influencing Purchase Intentions towards Fashion Jewellery: An Exploratory Study

This research aimed to explore factors influencing purchase intention towards fashion jewellery in Pakistan. Due to the dearth of research in this domain, an inductive research approach based on qualitative research methodology was adopted. Data was collected through semi-structured in-depth interviews and netnography. In-depth interviews were conducted with 30 consumers of fashion jewellery in the twin cities of Pakistan (i.e. Islamabad and Rawalpindi). Netnography was based on an analysis of online reviews and blogs of fashion jewellery products. The findings of this research identified several products, brand, and customer/market factors that are believed to contribute positively towards purchase intentions towards fashion jewellery. Product-related factors include durability, level of differentiation, fashion innovativeness, fine finishing, and price promotions. Brand factors were based on brand reputation, available variety, perceived authenticity, and the online presence of brands. In terms of market dynamics, factors such as individualistic culture, increasing trend of purchase of fashion jewellery, and celebrity endorsements are playing their positive role towards positive purchase intentions of fashion jewellery products. The findings of this research have added to the missing literature regarding fashion jewellery in Pakistan. Further, it has provided insight into fashion jewellery brands regarding critical factors, which they can focus on to positively influence the purchase intention of potential buyers.