Factors Influencing Consumer Buying Behavior of Toe Gold and Jewelry Shop

This study is to analyze the factors influencing consumer buying behavior of Toe Gold and Jewelry shop in Mudon, Myanmar. It is examined four factors with the theory concept that affecting purchase of gold and jewelry. Factors include marketing factors (product, price), psychological factors (believe and attitude), cultural factors (culture, sub- culture, social class) and social factors (influenced of family, influence of reference groups and role and status). Stimulus response model of consumer behavior theory and theory of planned behavior is used to explain the independent and dependent variables. The target population is 504 consumers and sample size is 223 consumers. Stratified random sampling method is used to collect the data . Structure questionnaires are used to collect the data. Multiple regression analysis is used in this study to examine causal relationship between independent and dependent variables. The results showed that social factor, product factor and perception factor is positively and significantly affected on intention to purchase of consumers. Then, purchase intention is positively and significantly affected on purchase of consumers. Therefore, it is suggested to highlight that the marketers need to understand unusual buying behavior of consumers and the factors involved in purchasing decision of consumers. Therefore, marketers will be able to get better positions in the gold and jewelry market.