The JCK-Harrison Group Consumer Jewelry Study, Part II

When it comes to buying jewelry, it's still a retailer's world. According to findings from the JCK–Harrison Group Consumer Jewelry Study, in an unaided-recall question about jewelry brands, consumers identified retail names, not product names, most often (see “The JCK–Harrison Group Consumer Jewelry Study,” JCK, July 2008, p. 65). The study also shows that while the Internet has made major inroads with jewelry shoppers, consumers still prefer retail stores to online shopping by more than two to one. When asked where they purchased jewelry in the previous two years (multiple responses allowed), 87 percent of respondents had bought it from a retail store, while 42 percent had purchased jewelry online. Thirty-five percent indicated they'd purchased jewelry at a discount store, and 18 percent selected “other,” including TV shopping, catalogs, and other outlets. By contrast, i
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