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