Designing and explaining the behavior model of buyers of luxury goods centered on the gold market: a qualitative study

The purpose of this research is to design and explain the behavior model of buyers of luxury goods centered on the gold market. In this regard, while reviewing concepts such as buyers' behavior, luxury goods and the gold market, with interviews from experts and professors in the field of luxury and gold industry as well as marketing, qualitative analysis method was used to present the pattern of behavior of buyers of luxury goods centered on the gold market. The studied community includes all experts and professors in the field of luxury and gold industry as well as marketing. The sample size of the study includes 10 experts in the field of luxury and gold industry as well as marketing, which was selected by the theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative analysis by Max Kyoda software showed that the components of designing and explaining the behavior model of luxury goods buyers centered on the gold market by thematic analysis method include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors, 5- consumer attitude, 6- consumption motivation, 7- value, 8- experience, 9- awareness and 10- consumer behavior. Also, for these components, 65 indicators were finally approved by the experts.