A Study To The Perceived Value And Purchase Intentions In Jewellery

At present, jewelry of China is still dispersive. Domestic jewel business including of foreign merchant, on behalf of DeBeers, a few of Hong Kong jewelry business, and new jewelry merchants don't occupy extremely outstanding. Jewelry of China hope to disappear huge group by resource integration, to scale effect. On the side of product instructure, three of diamond, platinum and beset accessories are opposite. Selling of gold accessories discreates. at the same time ,the producing and consumption of jewelry accessories also develop to two directs. Drawing into new management concepts, designing new style, and adopting new producing skills are the require of market, are also the path of winning in the contrary of 21th..As the developing of market economy, traditional keeping value function is gradually substituted by taste, fashion and enjoy.Jewel as luxury consumption, sale achievement is keeping developing fast. The elements is relating theories, it studies the relation of feeling value and buying inclination for jewel. On the hand of advisement is influence to quality, price, brand, guarantee and service for buying action, on the other hand, studying is the raltiong of quality ,price ,brand , guarantee and service. Through questionnaire investigation, collecting relating data, using many statistics analysis and demonstration study methods, some concrete study achievements.Study brings up the feasibility advice through finding question ------analyzequestion------resolve question, the study object is the masses. Study scale is Taiwan area withmore developing economy. By personal investigation method, investigation object is adult with inclination for jewel to exalt the outside validity of study result.There are three sides of content:One is study applied of relating theories feeling ,feeling value and conclination . Including knowing relating feeling ,theory study of jewel feeling value,study of influence inclination.Felling is a process of choosing ,organization and explaining exciting,and giving meaning.Because consumers make decision by feeling ,not object facts, salesmen should know their feeling as possible. Consumers feeling are almostly above consciousness ,also low ,consumers choose the feeling exciting among the conditions based on their expectation, motives and exciting.