The main purchase motives of jewelry consumers are as follows: 1, being practical, that is, paying attention to practicality, such as decoration or matching clothes; 2. Seeking beauty and paying attention to style; 3. Seek fame and buy famous brand Cartier. 4. Self-expression motivation, pursuit of fashion, uniqueness and novelty; 5. Reserve motives, such as buying gold or diamonds, waiting for appreciation; 6. Commemorative purchases, engagements, marriages, birthdays, anniversaries, etc. 7, gifts, pay more attention to symbolic meaning; 8. Habitual purchase motivation is influenced by factors such as tradition, religious belief and nationality.

Knowing the consumption motivation, it is not difficult to get the consumer groups. From youth, middle age to old age, they are all groups of jewelry consumption. Just different needs: young people pursue romance and choose jewelry with bright colors, novel styles and unique designs; Middle-aged shopping will have higher requirements for styles and crafts according to their family conditions, and will also pay more attention to symbolic significance for their partners; Old-age consumption is spread to the next generation out of reserve and commemoration, or nostalgia.

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