摘要：AbstractThe precious metals products are widely a point of interest for the majority of the medium and higher revenues population and the purchase of those kinds of products it's just starting to develop in Romania even if the price of the precious metals is still going up. In order to better understand the implication of precious metals products purchase it is important to shape the consumer buying behaviour. Therefore, a more thorough understanding of the consumers’ lifestyle and attitudes with respect to precious metals products is an imperative for producers and distributors. In a university level survey, based on an on-line questionnaire among medium and higher revenues persons it was intended to correlate the populations’ knowledge and attitude towards precious metals products in connection to their lifestyle. According to the research results that precious metals products are perceived as being sign ofwealth, associated with specificevents in thelives of people: engagement, wedding, sign of theevolution ofthe social ladder, appreciationwhengiven to someone, a safeinvestment considering the ever-increasing price. Still, the concept of precious metal product could not be well defined by the buyer. In relation to lifestyle, activities, interests and opinions were pursuit with interesting conclusions. Persons with medium and higher revenues are more likely to constantly visit such shops. Persons with higher education are most susceptible of buying at least for offering precious metals products. Women are more likely to buy due to their opinions related to fashion, opulence and social ladder.
