Jewelry Consumption Characteristic and Its Influence Factor of Inhabitant in Underdeveloped City of Inland China: A Case Study on Kaifeng City, Henan Province

Under the background of the supply side structural reform, it is of great significance to promoting the match between supply and demand and stimulating consumption of China jewelry market. Address the issue of insufficient concern to the development of inland third and forth tier cities, this paper analyzed the quantitative expense characteristics and consuming motivation of residents living in the underdeveloped city of inland China as well as predicted the prospect, by the sample investigation through the internet and the street and processing data by ordinary regression, taking KaiFeng City, Henan Province, for example. The result shows: (1) Comparing with inhabitants in developed cities in China preferring gold and silver jewelry, people in underdeveloped inland cities affecting by traditional and historical culture prefer jade relatively, and more specific, they like nephrite jade, diamond and gold especially; (2) Because of the doubt and scruple that the quality and cost aren't on an equal footing, residences always choose to buy jewelry in shopping malls; (3) The purchasing enthusiasm of people in the country's underdeveloped inland areas towards jewelry is correlated with favorite degree, price level, age and family monthly earning, and the degree of influence increases in sequence, while gender and the market satisfaction degree affect little. According to the model, the papers predict the consumption potential, and finally give suggestions involved how to expand jewelry demand as far as possible, standardize the price order of jewelry market, establish jewelry base, and so on. The conclusion can provide information for jewelry businesses marketing transformation and upgrade.