Consumer Buying Behavior toward Lightweight Jewellery

Ms Puja Rai, Fashion Management Scholar, Department of Fashion Management Studies,  National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus 

Abstract 

This study focuses on understanding consumer buying behavior toward lightweight jewellery by  reviewing existing literature and research findings. Lightweight jewellery, which is simple,  comfortable, affordable, and suitable for regular use, has gained popularity due to changing  lifestyles, modern fashion trends, and rising gold prices. The study adopts a theoretical and  qualitative research approach, analyzing recent journals and academic publications to identify  key factors influencing consumer purchase decisions. The findings reveal a clear shift from  heavy traditional jewellery to lightweight jewellery, driven by convenience, affordability,  attractive designs, and ease of maintenance. Working women and young consumers emerge as  the major customer groups, as they prefer jewellery that fits their daily routines and personal  style. Online shopping, social media influence, brand trust, and emotional factors such as self expression and confidence also play a significant role in shaping buying behavior.  

Introduction 

Consumer buying behavior toward lightweight jewellery focuses on understanding how consumers  think, feel, and make decisions while purchasing lightweight jewellery. Lightweight jewellery includes  ornaments that are simple in design, comfortable to wear, affordable, and suitable for regular use. In  recent years, there has been a noticeable shift in consumer preference from heavy, traditional jewellery  to lightweight jewellery due to changes in lifestyle, fashion trends, and spending habits. 

Modern consumers look for jewellery that matches their daily routine and personal style. Lightweight  jewellery is preferred because it is easy to wear, requires less maintenance, and can be used for both  casual and formal occasions. Factors such as price, design, durability, brand reputation, and availability  play a significant role in influencing consumer purchasing decisions. Many buyers also consider  emotional factors such as self-expression, confidence, and social status while choosing jewellery. 

The rise of working professionals, especially women, has increased the demand for lightweight  jewellery that combines elegance with comfort. Young consumers are attracted to trendy designs  promoted through social media, online platforms, and celebrity endorsements. Additionally, online 

shopping has made lightweight jewellery more accessible, allowing consumers to compare designs,  prices, and reviews before making a purchase. 

Understanding consumer buying behavior toward lightweight jewellery is important for  manufacturers, retailers, and marketers. It helps them identify customer needs, develop attractive  designs, set suitable prices, and create effective marketing strategies. As consumer preferences  continue to evolve, lightweight jewellery has become an important segment of the jewellery market,  reflecting changing fashion trends and modern consumer lifestyles. 

Objectives 

1. To review literature related to understanding buying behaviour toward lightweight  jewellery.  

2. To theoretically analyse the reviews  

3. To suggest an appropriate plan of action based on the above given topic. Research Methodology 

This research took a theoretical and qualitative approach and reviewed publications related to  the field. A conceptual framework was developed, linking key findings with contemporary  journals and academic articles. The data was analyzed based on themes to spot patterns and  gaps, and to draw conclusions for future studies, especially in apparel and fashion  management. The latest publications were included to stay up-to-date with industry trends. The  selection process considered ethical aspects, giving priority to open-access and reliable  publications. 

Literature Review 

1. Buying Jewelry Online: A Study of Buyer Characteristics for Buying Behavior Authors: U. L. Thamara Priyanthi Gunasekare & Methma Jayawardena 

This study focuses on how consumers behave while purchasing jewellery through online  platforms. Jewellery is considered a high-value and emotional product, so consumers are  naturally more careful before buying it online. Since customers cannot touch, feel, or try the  jewellery, they carefully check price, size, design, material quality, images, return policies, and  brand trust. 

The study explains that young consumers and working professionals are more comfortable  buying jewellery online, especially lightweight jewellery, because it involves lower risk and is  affordable. Consumers prefer lightweight jewellery online for daily use, casual wear, and fashion  purposes. The research also highlights that clear product descriptions, high-quality images, and  customer reviews increase trust and purchase intention. 

This study is important for lightweight jewellery research because it shows that consumers treat  lightweight jewellery as a fashion accessory, not as an investment, and online platforms play a  major role in influencing buying behaviour.

2. A Study on Consumer Buying Behaviour towards Gold Jewellery in Coimbatore Authors: Aravind G & Dr. S. Jayanthi Sobhana 

This research studies how consumers buy gold jewellery in Coimbatore city. Traditionally, gold  jewellery is bought for weddings, festivals, family functions, and investment purposes. The study  explains that Indian consumers emotionally connect gold jewellery with culture, tradition, and  financial security. 

However, the research clearly identifies a change in consumer preference. Due to rising gold  prices, modern lifestyle, and changing fashion trends, consumers are slowly shifting from heavy  gold jewellery to lightweight and designer jewellery. Consumers now prefer jewellery that is easy  to wear, stylish, affordable, and suitable for regular use. 

Factors such as price, purity, design, making charges, brand reputation, and resale value  strongly influence buying decisions. Younger consumers and working women prefer lightweight  jewellery because it matches modern outfits and daily routines. 

This study supports the idea that lightweight jewellery is becoming popular because it satisfies  both emotional and practical needs. 

3. Exploring Factors Affecting Buying Behaviour of Consumers Towards Purchasing Artificial  Jewellery: A PLS-SEM Approach 

Authors: Kshitij Aryan Paul & Dr. Preety 

This study focuses on consumer buying behaviour toward artificial jewellery. Artificial jewellery  is closely related to lightweight jewellery because both are affordable, fashionable, and easy to  use. The authors studied five main factors influencing buying behaviour: psychological, social,  cultural, personal, and economic factors. 

The research shows that price affordability, fashion trends, peer influence, social media, and  lifestyle are major reasons why consumers prefer artificial and lightweight jewellery. Many  consumers buy jewellery to match outfits, attend parties, or follow trends rather than for  investment. 

The study also explains that young consumers enjoy experimenting with different designs  because artificial and lightweight jewellery is low-risk and budget-friendly. This research clearly  shows that jewellery is no longer only a symbol of wealth but also a style statement. 

This study strongly supports lightweight jewellery research by explaining how fashion  consciousness and economic factors influence consumer behaviour. 

4. Consumer Buying Behaviour Towards Jewellery Products 

Authors: Indian Journal (EBSCO Indexed – Various Authors)

This study examines general consumer buying behaviour toward jewellery products. It finds that  consumers consider several factors before purchasing jewellery, such as brand image, design  variety, price, promotional offers, trust in the seller, and store reputation. 

The research highlights that modern consumers prefer organized jewellery brands because they  provide transparency, quality assurance, and better designs. It also states that lightweight  jewellery is becoming popular among working women, college students, and urban consumers  because it is comfortable, affordable, and suitable for daily wear. 

The study explains that lifestyle changes and busy routines have reduced demand for heavy  jewellery, while demand for lightweight jewellery has increased. 

5. Consumer Perception and Preference Towards Jewellery Products 

Author(s): 

Various Indian Researchers (BPAS Journals) 

Detailed Explanation (Simple & Clear): 

This study focuses on how consumers perceive jewellery products and what they prefer while  buying them. The research shows that consumers today prefer jewellery that is light in weight,  easy to maintain, fashionable, and reasonably priced. 

Lightweight jewellery is perceived as modern and practical. Consumers believe it is suitable for  office wear, casual outings, and daily use. The study also explains that consumers prefer designs  that are trendy and match western and fusion outfits. 

The research concludes that consumers no longer buy jewellery only for special occasions but  also for everyday styling, which increases the demand for lightweight jewellery. 

6. Factors Influencing Consumer Buying Behaviour Towards Jewellery 

Authors: Multiple Authors (BonView Press – JCBAR) 

This study identifies major factors influencing jewellery buying behaviour. These include price,  quality, brand trust, social influence, advertising, and design aesthetics. The study clearly  explains that younger consumers are influenced by friends, family, celebrities, and social media  trends. 

Lightweight jewellery is preferred because it offers a balance between beauty, comfort, and  affordability. Consumers feel more confident purchasing lightweight jewellery because it does  not require heavy financial commitment. 

The study concludes that jewellery buying behaviour has shifted from tradition-based decisions  to need-based and lifestyle-oriented decisions.  

Findings

the study reveals that consumer buying behavior toward lightweight jewellery is strongly  influenced by changing lifestyles, fashion awareness, and economic considerations. There is a  noticeable shift away from heavy and traditional jewellery toward lightweight options, mainly  because consumers now prefer jewellery that is easy to wear, comfortable, and suitable for  regular use. Lightweight jewellery is seen as more affordable and practical, especially with rising  gold prices, which makes consumers more price-conscious. Design, variety, durability, and  brand reputation play a key role in attracting buyers, as consumers look for stylish and modern  jewellery that matches their personal identity and daily activities. Working women and young  consumers emerge as the most significant customer segments, as they prefer elegant yet  simple jewellery that can be worn at offices, colleges, and social gatherings. The growth of online  shopping has further supported this trend by providing easy access to multiple designs,  transparent pricing, reviews, and return policies, which reduce perceived risk, particularly for  lightweight jewellery. Social and psychological factors such as peer influence, social media  trends, celebrity endorsements, confidence, and self-expression also strongly affect purchase  decisions. Overall, the findings indicate that jewellery is increasingly viewed as a fashion and  lifestyle product rather than an investment, especially among urban consumers, highlighting the  growing importance of lightweight jewellery in the modern jewellery market. 

Conclusion 

In conclusion that consumer buying behavior toward lightweight jewellery has changed  significantly in recent years. Consumers today prefer lightweight jewellery over heavy traditional  jewellery because it is comfortable, affordable, stylish, and suitable for everyday use. Changing  lifestyles, increasing fashion awareness, and rising gold prices have made consumers more  practical and value-conscious in their buying decisions. Factors such as attractive design, price,  durability, brand trust, and availability strongly influence purchase behavior. Working women  and young consumers are the key drivers of demand, as they view jewellery more as a fashion  accessory and a means of self-expression rather than an investment. The growth of online  shopping and social media has further increased the popularity of lightweight jewellery by  making it easily accessible and trend-driven. Overall, the study highlights that lightweight  jewellery has become an important and growing segment of the jewellery market, reflecting  modern consumer needs, evolving fashion trends, and lifestyle-oriented purchasing behavior. 

References 

Gunasekare, U. L. T. P., & Jayawardena, M. (2024). Buying jewelry Online: A study of Buyer  Characteristics for Buying behavior. Journal of Comprehensive Business Administration  Research. https://doi.org/10.47852/bonviewjcbar42023728 

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