US. Pennsylvania-based research company and luxury goods specialist Unity Marketing believes understanding and predicting consumers’ behaviour is key to marketing success. This week the company announced it is undertaking a major consumer research study on jewellery buying, and is looking for brands to join in and give their input.
A big challenge in today’s marketplace is anticipating and following the shifts and turns in the market. Two years ago coloured diamonds were hot. Last year was the year of the right-hand ring. Unity says it can help brands spot the next product trends and be prepared ahead of time.
Topics to be investigated in the focus groups take a ‘why people buy’ focus such as:
* What brands are important and what stores do jewellery shoppers prefer?
* How important is price, style, material, designer in the buying equation?
* What drives the shopper into the store to shop for jewellery?
* What makes the consumer think about buying and how important is advertising in stimulating purchase?
Following the focus group research, Unity is to take hypotheses and key findings based upon the focus groups and verify them through qualitative research among a representative sample of recent jewellery customers nationwide in the US. The company says it expects to learn about both male and female jewellery buying patterns, as well as the distinction between self-purchasing and gift-purchasing. A section of the survey will focus on bridal and engagement jewellery.
Unity plans to begin the focus groups in April and requests that trade participants register their interest by 1 March 2004.
For more information contact Pam Danziger on telephone +1 717 336 1600 or email pam@unitymarketingonline.com
