USTradeResearchgfk-商用制作范例.ppt

United States Diamond Jewelry Trade Sentiment Study January 2007 United States Trade Sentiment Study of Diamond Jewelry Background The purpose of this study was to provide a gauge on the issues surrounding conflict diamonds among large jewelry retailers and the factors affecting sales of diamond jewelry. To accomplish this objective, a sample of independent/small chain and large entity jewelry retailers were contacted. The large entity retailers were recruited by WDC and include traditional jewelry retailers including high-end carriage trade, discount, department, internet and home shopping retailers. A substantial sample of small chain and independent jewelry retailers were developed from lists drawn from GfK Audits Surveys own 2003 National Retail Census, the American Gemological Society, the JA and other list sources regularly used by GfK Audits Surveys. Most charts within this presentation are an aggregate of the large and small chain/independent study. In a few circumstances, slides from the separate studies are used to highlight key findings/trends. Trend data has been included for independent/small chain retailers due to the availability of comparable historical surveys. The resulting sample comprised 302 independent and small chain jewelry retailers plus 16 large entity jewelry retailers and was weighted by diamond jewelry annual dollar sales from a secondary research source. Background (continued) The sample was weighted using the following percentages of annual diamond jewelry dollar sales for each channel: 55.4% Independent and small chain jewelry retailers 30.8% Large chain jewelry retailers 7.6% Department stores 0.7% TV retailers 5.5% Online retailers Interviewing was conducted using GfK Audit Surveys executive interviewers and GfK Audit Surveys CATI system at several of our TIS (Telephoning Interviewing Services) Group. These retailers were asked to answer a questionnaire regarding the issue of conflict diamonds along with other related ques