This dissertation analyses the different factors of brand image that effect consumer behaviour for gemstone diamonds within the UK market. The previous literature has focused on the Indian market or was not specific to gemstone diamonds, making a gap in the literature. In addition, the previous findings may not be comparable to a UK market context because of the cultural differences giving more reason for this current research. An objective of the research was to create an appropriate conceptual framework that helped to explain the consumer behaviour for gemstone diamonds and that factors that may influence the consumer. The methodology used was a case study research strategy because the diamond brand The De Beers Group have been an instrumental case in the formation of the diamond industry. The population used was male (N=7) with the age criteria being a range from 20-60. A Purposive sampling method was used because this enabled data rich participants to be chosen and greater convenience because of a limited time frame. Seven semi-structured interviews were performed. A key finding the research identified was that factors that the participants said would influence them were likely to be subjective and may not be a factor that would be an influence when purchasing diamond jewellery. Greater research is required within this area to make a clearer conclusion, this should be done in the form of quantitative research to allow for a clear evaluation.
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Cowan, Thomas
Rights Holders: Cowan, Thomas Supervisors: Asmussen, Bjoern
Oxford Brookes Business SchoolDepartment of Marketing
MSc Marketing
2022
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