Overview

An India Jewellery Purchase Behaviour Study was conducted online to understand consumer jewellery purchase journey, focusing on gold, diamond, and platinum jewellery. The study explored purchasing capacity, income segmentation, and preferences for branded versus local jewellers, while also capturing insights from both recent buyers and future intenders.

The research targeted affluent and mid-income consumers across Metro and Tier 1 cities in India, providing a nuanced understanding of jewellery purchasing drivers, purchase occasions, and future jewellery buying intent analysis in India within a high-value consumer category.

Business Challenge

Jewellery purchases in India are high-involvement, infrequent, and occasion-driven, making it challenging to access the right audience and obtain reliable insights. The client required:

• Accurate identification of genuine jewellery buyers and intenders

• Clear differentiation between branded and local jeweller preferences

• Reliable income and purchasing capacity classification

• Robust fraud-prevention and quality controls to ensure data integrity

• Balanced representation across jewellery types and purchase occasions

Reaching this niche, high-value buyers online while maintaining data authenticity was a key challenge.

Approach

A quantitative B2C online survey was executed using Xcel Global Panel, ensuring access to well-profiled and verified respondents:

• Target audience: Male and female respondents aged 25–55 years

• Geography: Metro and Tier 1 cities in India

• Socio-economic classification: SEC A (high income segments and mid-income households)

• Sample size: 350 completed interviews

• Length of interview: ~20 minutes

• Incidence rate: ~50%

Structured quotas were implemented across:

• City and age groups

• Jewellery type: Gold, Diamond, Platinum

• Purchase occasions: Self-use or marriage and gifting purchase drivers

• Respondent type: Buyer vs Intender

Advanced quality and fraud controlled data collection were opted for throughout fieldwork to ensure reliable and actionable data.

Results

• Successful completion of 350 high-quality interviews from a premium jewellery decision drivers as target audience

• Through income linked spending capacity analysis, clear insights into jewellery purchasing capacity and income-linked behaviour were delivered

• Detailed understanding of branded vs local retailer preference

• Buyer vs future intender segmentation and purchase timelines

• Reliable insights across jewellery categories and key purchase occasions, supporting informed business and marketing strategies

Looking to uncover what truly influences jewellery purchase decisions in India? Connect with our research team to design a customized consumer insight study for your brand.