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Australians turn to imitation jewellery
[Fri 25/11/2011 02:02:04]
One in three Australian consumers is happy to buy “imitation designer jewellery”, according to a survey by consumer ratings agency Canstar Blue.
“The survey shows one in three Australian consumers want a designer look without the price tag and are happy to wear imitation designer jewellery,” said Canstar Blue manager Rebecca Logan.
“This is one way many Australian consumers are making savvy purchase decisions to stay on trend in an increasingly price driven and competitive jewellery market.”
The survey of 1233 Australians showed 36 percent of Generation Y respondents had purchased imitation designer jewellery compared with 34 percent of Baby Boomer respondents and 32 percent of Generation X respondents.
Overall 39 percent of the female respondents had purchased imitation designer jewellery compared with 27 percent of male respondents.
The survey also named Wallace Bishop Jewellers as the jewellery retailer with the “most satisfied customers”.
The company beat its three major competitors (Prouds, Angus & Coote and Michael Hill) in the categories of ‘overall satisfaction’ and ‘customer service’, and tied for first with Prouds for ‘value for money’ and with Prouds and Angus & Coote for ‘range’.
Canstar Blue commissions Colmar Brunton to survey 2500 Australian consumers across a range of categories every few months to measure and track customer satisfaction.
The outcomes reported are the results from the 1233 jewellery customers within the survey group. To qualify, the customer has to have made a purchase from a jewellery store in the last two years. Brands must receive at least 30 responses to be included.
“We launched Canstar Blue to give Australians a free online resource to help them with their key purchasing decisions by making it simple for them to learn from the experiences of other
Consumers,” said Logan.
“It is essentially a guide to product excellence as voted by customers.”
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