Measurement of Affecting Factors on Jewelry Choice in Tehran

Abstract

One of the production features in post-industrial era is diversified production capacity while maintaining the economic structure of production, which leads to variations in structure of design processes. The needs and preferences of customers shape production processes. As a result, measuring consumer behavior becomes important to design a product. This study aims to identify consumer behavior while choosing ornaments, especially jewelry, in Iran by determining the correlation between economic status and other independent variables, including sex, age, and ethnicity, on purchasing behavior. A field research, including a survey with 200 people, was conducted in Iran to find the consumer behavior. The results of questionnaire analysis remark effect of various variables such as different economic status, ethnicity and education level on expected concepts in jewelry and their symbolic use, where these results of model and image analyses are able to help us in production planning and jewelry design.