The purpose of this research is to study the behavior and factors on jewelry purchasing for Wedding ceremony from people who live in Bangkok and plan to marry between 2009 and 2014. This research used a primary data which were obtained from 406 samples at a working age that used to buy jewelry for wedding ceremony or plan to buy jewelry for wedding ceremony. The statistics are used to analyze data such as determine the frequency of the arithmetic mean, standard eviation, Chi-square test to compare the statistical, t-test and F test statistics, or One-way ANOVA. The results of this research found that the majority of the sample group were female, aged between 26-30 years old, Bachelor’s Degree, employed by private companies and have income between 30,001-50,000 Baht per month. They also have some jewelry knowledge, fiancé is the most influence person in Wedding Jewelry purchasing decision both planning and buying. For type of Wedding Jewelry, they would like to buy both ready-made jewelry and order jewelry. They will purchase jewelry from jewelry shop in departmentstore which simply decoration and also showing certificate such as HRD or GIA. For the marketing mix’s, Price shows to be the most important factors affecting the buying behavior of sample group following with product, promotion and distribution channels repectively.
