A comparative study on the consumer's preference towards purchasing online branded jewellery and retail branded jewellery

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

From old times the jewellery was bought for investment rather than adornment. Jewellery which was made 18 karat was at first considered as a poor investment. Retail jewellery industry of any country occupies an important position in the economy of any country. The aim of the study is to provide a comparative study on the consumer's preference towards purchasing online branded jewellery and retail branded jewellery. The study will help in determining the importance of brands in jewelry sector and the preferences which consumers hold about buying jewellery. For this study the branded online and retail companies selected include Goldsmith and The Jewellery Company. Then study provides the marketing procedures which were based on providing the assistance to the marketers on the basis of which they can plan and apply in order to determine customer preferences. The findings from this study can provide guidelines to retailers to strengthen their offerings in an online environment as well as in the retail environment. The main recommendation for the study is that marketing practices should aim at enhancing long term relationships should be designed with reference to the differing impacts of affective commitment and continuance commitment.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Significance of the study2

Aims and Objectives of the study3

Research Questions3

Scope of the Study4

Justification of the study4

Contributions of the Study5

Overview of Jewellery Companies to be compared5

Dissertation Structure6

CHAPTER 2: MARKET ANALYSIS7

Segmentation analysis7

Segmentation by demographic characteristics8

Socio-economic segmentation8

Behavioral characteristics of consumers9

Segmentation based on benefits9

Competitive analysis12

Stakeholder analysis15

Process of stakeholder analysis16

Customer buying and decision-making analysis19

CHAPTER 3: MARKETING CONCEPTS24

Research Method24

Secondary research25

Literature Search27

Search Technique28

Advantages and disadvantages of Secondary Research28

Limitations28

Marketing Concept29

Ansoff Matrix29

Communication Analysis31

Competitive Analysis31

Porters five Forces32

BCG Matrix33

Research Plan33

CHAPTER 4: CUSTOMER ANALYSIS35

Comparative analysis35

Discussion of the marketing concepts used38

Competitive Analysis38

Segmentation Analysis40

Customer buying decision making41

Service Quality analysis43

Customer Satisfaction45

Improving customer relationship47

Customer purchase intention49

CHAPTER 5: CONCLUSION AND IMPLICATIONS51

Conclusion51

Implications of the study53

Future Contribution of the study56

REFERENCES60

BIBLIOGRAPHY66

APPENDICES68

Segmentation Analysis68

Competitive Analysis70

Stakeholder Analysis71

Ansoff Matrix73

Porters Five Forces75

CHAPTER 1: INTRODUCTION

Background of the Study

Since, old times the jewellery was bought for investment rather than adornment. Jewellery which was made 18 karat was at first considered as a poor investment. People had more confidence local jeweller and it was considered as the hallmark of trust (Zinn, Liu, 2001, 49). There was a fixed clientele of a local goldsmith and they were loyal to that goldsmith. Buyer had unlimited faith on his jeweller and the local jeweller was based on providing local taste of traditional jewellery. Since late 1900s women were more focused towards trying new designs of jewellery which were trendier and light ...