Study on How 4I Marketing Affects Consumer Buying Motives in Jewelry Brands

Abstract

With consumers seeking better experiences, jewelry brands are incentivized to shift from broad advertising to targeted strategies that spark specific buying motives. This study uses the 4I marketing framework—Interest, Incentives, Interaction, and Individualization—to explore how these strategies influence jewel buying motives through a survey. Results show that Interest and Incentives have the strongest impact (affecting over 68% of people positively). The motive of “personal-emotional fulfillment” relies heavily on both Interest (78.3% positive impact) and Incentives (78.3% positive impact), while the “prayer for blessings” motive is more influenced by Individualization (82.5% positive impact). The study suggests a “motive-driven, tailored approach” marketing strategy for jewelry brands, recommending using Interest and Incentives to spark buying decisions and individualization based services to turn motives into sales, especially in self-fulfillment and blessing-focused markets.