[Jewelry making - Article 00472] - [Orchid] Target customers characteristics

[Heather Magill]

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Hi everyone,

    Another lurking Orchidian coming out of the bytes of the network. 
    I've been enjoying the posts from everyone and am now working on a
    research topic I hope the orchid community can help me with. 

    For those customers who want to buy unique one of a kind jewelry that
    "probably" isn't diamond oriented...  meaning style and composition
    (one might call it art jewelry) are more important than how big the
    diamond is...  What are those customers characteristics,
    demographics, psychographics? 

	How old are they?
	What's their gender?
	Where do they shop?
	How often do they shop?
	How much income do they have?
	Or maybe how much discretionary income?
	Are they collecting?
	Are they buying gifts?
	How much unique jewelry do they own already?
	Why do they buy?

    Do these characteristics vary by jewelry purchased i.e.. those that
    shop for necklaces are different than those who buy rings? 

    Do these characteristics vary by target price.  Obviously the income
    characteristic will vary but what about gender, age others? 

    As many of you may have guessed, these are typical business plan
    questions about the target market.  I'm currently taking a business
    course and thought it would be worthwhile to write up a business plan
    for uniquely designed jewelry. Will I implement it, well that's
    another story.  :-) Comments on both how to research customers
    characteristics and on things to consider in the business plan are
    really appreciated. 

Cheers,
Heather.


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