Study on Behaviors of Jewelry Customers in Guangzhou City

The behavior rules of jewelry customers in Guangzhou City in China are discussed mainly.The positive research objected to Guangzhou customers is conducted based on the literature reviews and interviews.By using Spss 11.0 statistical analysis software,the analyses are done to data from the valid 602 questionnaires.The result of the frequency analysis indicates the entirely consumptive behavior rules towards jewelry in Guangzhou.The result of the crosstab analysis indicates that the different ages,genders and income levels are all factors that could affect the jewelry consumptive behaviors of Guangzhou customers.The results of K-Means cluster analysis and One-way ANOVA analysis also indicate that coosumptive preference could be influenced not only by the income but also by the family structure,educational background and age of the customer.The result of correlation analysis shows that there has a remarkable correlativity respectively between the brand loyalty and the individual income and between the price sensitivity and the educational background.Based on the studying results,some advices towards the development of the Guangzhou jewelry market are put forward.