Abstract

• This study attempts to analyze the effect of consumer attitude on buying behavior towards 24 karat gold ornaments. Both primary and secondary data are used in this study. The respondents are selected by using two-stage random sampling method. Targeted respondents are customers who bought gold ornaments from retail stores in Junction City Shopping Mall at Yangon. The sample size is 120 which is selected from five gold ornament shops among ten shops in Junction City. Structured questionnaires are used to collect data by using face to face interview method. By Tri component attitude model, three at level which cognitive, affective and conative attitude components are applied in this study. According to the descriptive analysis, customers have high cognitive and affective attitude level towards 24 K gold ornament whereas conative attitude have moderate level. Regression analysis indicates that affective attitude has positively significant effect on consumer buying behavior towards 24K gold ornaments. Based on the result of the findings, 24 K gold ornament retail stores should make reasonable installment plan, update design, sense of luxury in order to generate affective attitude.