소비자 선호 분석을 통한 유기물 보석 주얼리 제품 개발

Abstract

Contemporary customers live in a world of materialistic affluence and are exposed to various information, thus their needs are getting more complex and diverse. Therefore, even for jewelry products that are becoming ever more subdivided, the understanding of customers’ needs has to come prior, and, at this point in time, the developments of products reflecting the versatile jewels and trends demanded by the customers are required. In particular, the previous jewelry related studies are limited to the inorganic gemstones from the colored gemstone family, and there are deficient amount of research into the organic gemstones. In that, the present dissertation selected a group of female customers between the age of 30-40 to analyzed their preferred buying behavior, color and design trend, and, based on this investigation, the direction of design and its development was pursued by examining the product positioning according to the customers’ styles and needs. The resulting analysis showed that amber was their most preferred gemstone out of the organic gemstones, the design element was the primary deciding factor during purchase, and necklace and broach were the most favored type of jewelry product usage. The aims of this study is to render design solutions for the development of jewelry products with organic gemstones to satisfy customers’ sensibility and their life style, and to provide primary data for the future product developments and jewelry marketing.