Consumer fairs for jewellery : a study of which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery

Abstract

This study seeks to explore which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery, and investigate whether there exist differences between the genders. The results of this study can help managers understand which factors that attract visitors to the fair, and provide guidelines regarding focal areas in promotional efforts. A theoretical adoption theory, the Theory of Reasoned Action, was modified to structure the relationship between influential factors and the attitude and intention to visit a consumer fair for jewellery. One qualitative study and two quantitative studies were carried out to reveal which factors that matter to consumers when forming attitudes and intention to visit the fair. The results show that the marketing of the fair and the influence and initiative of peers have significant influence on both attitude and intention, while also past behaviour regarding jewellery and the price of the entry-ticket significantly influence intention. These results are based on all respondents. Furthermore, the results indicate that men and women are influenced by different factors, such as the marketing of the fair being a stronger influence on female respondents, while men are strongly affected by the influence and initiative of peers. Theoretical and managerial implications are discussed at the end of the thesis, providing managers with an understanding of how to attract visitors.