Analysing the consumer buying behaviour in choosing a jewellery shop

Abstract

This study aimed to explore the way a customer chooses a jewellery shop from where to purchase. The main objectives revolved around the retailing elements together with the marketing mix. The research project was put together to identify which retail elements customers give most importance to (also varying depending on the level of involvement) and which marketing practices best suit the industry. To reach these aims a survey was developed and distributed to a sample of the population. This sample was chosen using the Quota sampling technique; by using a sample calculator the number of responses needed was of 196 responses. To reach this number around 250 were distributed over the internet or by hand and 210 were returned, however only 180 were good enough to use for the research. Results were collected and analysed y using statistical programs such as PASW. Most results were analysed by segmenting against gender and age, as for this research it was noted that these are the elements which would most likely shift results. Relevant data was gathered and discussed; this mainly confirmed the literature which was previously examined. The results showed a difference in the importance of the retailing elements when purchasing expensive or in-expensive. Views on gift purchasing were also gathered and discussed. However the main elements stood at ranking the retailing elements, were price quality and service were found as most important; and the marketing practices where in advertising TV stood first followed by magazines, street advertising. Other marketing practices such as Direct marketing and Sales promotions were also discussed. From these findings conclusions were drawn up together with recommendations for future research.