Creating Customers’ Profile for ART-Stone Jewelry Company
Titova, Alina (2011)
Jyväskylän ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011110114151
https://urn.fi/URN:NBN:fi:amk-2011110114151
Tiivistelmä
The focus of this thesis is a Russian Jewelry Company ART-Stone. The company is seeking to enter the Austrian jewelry market with a precious jewelry collection called “SEA SIDE”, which is in the process of design.
The aim of the research is to create a customers’ profile for this company.
The thesis begins by establishing the research question and support questions. Next is the description of the ART-Stone Jewelry Company, which includes a brief company overview, production line for export and a SWOT analysis of the company.
The next chapter of the thesis is a literature review. It gives different views on some methods of gathering data that are appropriate for this thesis.
Next comes the methodology of the thesis. In this chapter the research tools chosen to carry out this research. These include Pragmatism philosophy, comparing induction and deduction research approach, survey research strategy, time horizons and implementation of the methods of quantitavive and qualitative data collection. The methodology chapter gives a clear understanding of the nature of the research .
The results of the research are then presented in the form of pie charts. Four customers’ groups are defined based on the age and two of those are selected as the main groups of focus. The collected data is analyzed and a consumers’ profile is created. The customers’ profile shows the priority age, annual income, annual expenditure on precious jewelry, family status and occupation of people for the ”SEA SIDE” collection. Also customer preferences in style and colour are analyzed.
The discussion chapter gives the author’s opinion on the research and its results as well as the views given in the literature review. The limitations chapter discusses the factors, which affected the research process, limiting the usefulness of the results. A conclusion is then reached.
The aim of the research is to create a customers’ profile for this company.
The thesis begins by establishing the research question and support questions. Next is the description of the ART-Stone Jewelry Company, which includes a brief company overview, production line for export and a SWOT analysis of the company.
The next chapter of the thesis is a literature review. It gives different views on some methods of gathering data that are appropriate for this thesis.
Next comes the methodology of the thesis. In this chapter the research tools chosen to carry out this research. These include Pragmatism philosophy, comparing induction and deduction research approach, survey research strategy, time horizons and implementation of the methods of quantitavive and qualitative data collection. The methodology chapter gives a clear understanding of the nature of the research .
The results of the research are then presented in the form of pie charts. Four customers’ groups are defined based on the age and two of those are selected as the main groups of focus. The collected data is analyzed and a consumers’ profile is created. The customers’ profile shows the priority age, annual income, annual expenditure on precious jewelry, family status and occupation of people for the ”SEA SIDE” collection. Also customer preferences in style and colour are analyzed.
The discussion chapter gives the author’s opinion on the research and its results as well as the views given in the literature review. The limitations chapter discusses the factors, which affected the research process, limiting the usefulness of the results. A conclusion is then reached.