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Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

Jamal, Ahmad and Goode, Mark M. H. 2001. Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK. Journal of Consumer Behaviour 1 (2) , pp. 140-155. 10.1002/cb.61

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Abstract

It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports findings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the significance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The significance of specific attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Uncontrolled Keywords: Evaluative criteria; information cues; attributes; expertise; familiarity; brand consciousness; jewellery
Publisher: Wiley Blackwell
ISSN: 1472-0817
Last Modified: 04 Jun 2017 04:26
URI: http://orca-mwe.cf.ac.uk/id/eprint/39171

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