Typologie spotřebitelů na trhu šperků

Abstract

The topic of this diploma thesis is „Consumers Typology on the Jewellery Market“. Objective of this work was to analyze consumer behavior on the jewellery market and then create the typology of these customers. Data for research was collected through the electronic questioning. Population was the inhabitants of the Czech Republic, over 15 years old, who are buying and wearing the jewellery or just buying the jewellery. Factor and cluster analysis was used to create the consumers typology. With factor and cluster analysis two segments were created: demanding conservatives and influential innovators. When demanding conservations buy the jewellery, they care about reviews and handmade products. Their loyalty is also important in choice of the brand for reasonable price. They are not influenced by other people. Influential innovators are most interested in material and uniqueness. This means that they prefer the selection of the original jewellery appropriate to the quality. They care about other people´s opinions, for example from friend or a family.