The analytical center of the 585*GOLDEN jewelry chain found that in cities where the average income of the population is higher, jewelry with precious and semi-precious stones is bought 20% more often.
The difference can be traced in the motivation to buy. With an income of up to 30,000 rubles per person and from 30,000 to 45,000 rubles, the chain's customers are mainly guided by rational reasons: the price of gold per gram, a favorable discount offer, or as an investment opportunity.
With a high level of income – from 55,000 rubles per person – products with precious and semi-precious inlays are chosen by 31.7% of customers. At the same time, the emotional motive for buying comes to the fore such as jewelry design and fashion trends.
In Moscow, the average income is 85,931 rubles, and the average receipt for jewelry is 19,012 rubles, which is equal to 22% of income. The most frequent purchases in the capital are jewelry with precious stones: rings, including wedding rings, pendants and earrings.
A high proportion of products with precious and semi-precious stones is also noted in sales statistics in Surgut, Tyumen, Nadym, Yuzhno-Sakhalinsk, Nizhnevartovsk, Naryan-Mar. The average income there ranges from 57,960 rubles in Tyumen to 98,692 rubles in Naryan-Mar.
In St. Petersburg, the hometown of the 585*GOLDEN jewelry chain, \the average income is 57,614 rubles, and the average purchase receipt is 11,692 rubles (20.3% of the income).
Alex Shishlo for Rough&Polished
