Discussion Marketing Moissanite
Findings of Fieldwork – Interview analysis
When conducting our interview, we separated the questions based on our marketing research objectives. We felt this would be the best way to sort through the information so we could best address our objectives.
To investigate the motivation behind women buying fine jewellery
We decided that it was first best to determine the frequency with which respondents wear jewellery, which gave us an insight into the frequency of jewellery use in the target market (respondents were all females aged 18-50). After discovering that of 38 respondents, 32 wore jewellery every day we were able to determine that the management issue was certainly not with the demographic of MoiMoi’s target market. (Q1, Appendix 1)We then asked respondents about the frequency with which they bought jewellery and whether they bought it on ‘special occasions’, to determine the buying behaviour and motivations of the target market. This revealed that most women actively shopped for jewellery roughly once a month, while many only ever bought jewellery upon finding a piece that “caught their eye”. This suggests that MoiMoi’s focus on gemmological qualities of moissanite is insufficient in an industry so focused on the aesthetic. (Q2, Appendix 1) After determining when and how often respondents purchased jewellery, we considered the place and medium of most frequent purchase salient and necessary information. While most respondents said that they shopped largely at department stores, boutiques and markets, as opposed to physical jewellers or online jewellers, there was quite an even distribution of responses with many saying that they frequent multiple types of stores. Though there were several responses noted the contingency of their place of purchase on the quality of jewellery being purchased: “Usually… cheap places like Diva or Lovista. But if I’m buying something really special: Tiffany’s”. (Q3, Appendix 1)
Upon providing the above information, respondents
When conducting our interview, we separated the questions based on our marketing research objectives. We felt this would be the best way to sort through the information so we could best address our objectives.
To investigate the motivation behind women buying fine jewellery
We decided that it was first best to determine the frequency with which respondents wear jewellery, which gave us an insight into the frequency of jewellery use in the target market (respondents were all females aged 18-50). After discovering that of 38 respondents, 32 wore jewellery every day we were able to determine that the management issue was certainly not with the demographic of MoiMoi’s target market. (Q1, Appendix 1)We then asked respondents about the frequency with which they bought jewellery and whether they bought it on ‘special occasions’, to determine the buying behaviour and motivations of the target market. This revealed that most women actively shopped for jewellery roughly once a month, while many only ever bought jewellery upon finding a piece that “caught their eye”. This suggests that MoiMoi’s focus on gemmological qualities of moissanite is insufficient in an industry so focused on the aesthetic. (Q2, Appendix 1) After determining when and how often respondents purchased jewellery, we considered the place and medium of most frequent purchase salient and necessary information. While most respondents said that they shopped largely at department stores, boutiques and markets, as opposed to physical jewellers or online jewellers, there was quite an even distribution of responses with many saying that they frequent multiple types of stores. Though there were several responses noted the contingency of their place of purchase on the quality of jewellery being purchased: “Usually… cheap places like Diva or Lovista. But if I’m buying something really special: Tiffany’s”. (Q3, Appendix 1)
Upon providing the above information, respondents